THE IMPACTS OF ROBOTS AND ARTIFICIAL INTELLIGENCE ON SERVICE QUALITY IN THE HOTEL INDUSTRY
Suzana Marković
University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia
Sanja Raspor Janković
Polytechnic of Rijeka, Trpimirova 2, 51000 Rijeka, Croatia
Vedran Zubović
University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia
DOI: https://doi.org/10.31410/Balkans.JETSS.2020.3.2.163-170
Suzana Marković
University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia
Sanja Raspor Janković
Polytechnic of Rijeka, Trpimirova 2, 51000 Rijeka, Croatia
Vedran Zubović
University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia
DOI: https://doi.org/10.31410/Balkans.JETSS.2020.3.2.163-170
Balkans Journal of Emerging Trends in Social Sciences, (2020) , Vol 3, No 2
ISSN: 2620-164X
ISSN: 2620-164X
Abstract: Service robots and artificial intelligence promise to improve the service quality. Robotics in combination with rapidly improving technologies like artificial intelligence, bring opportunities for a wide range of innovations that have the potential to change service quality in hotel industry. Based on an extensive literature review, this article presents the acceptance of service robots in hotel industry. The paper acknowledges that the adoption of the robots and artificial intelligence on service quality is focused on the challenges of technological characteristics, customers’ readiness and practical effectiveness of the business. The study provides a comprehensive and systematic review of robots and AI concepts in a hotel industry and examines their impacts on service quality. The hotel industry future is going to be affected with high-tech tourism companies offering robot-automated services which rely on guidance to adopt and integrate robotics into their customer service operations.
Keywords: Robots, Service Quality (SQ), Artificial Intelligence (AI), Hotel Industry, Content Analysis.
JEL Classification L84
REFERENCES
Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (2020). Service robot implementation: a
theoretical framework and research agenda. The Service Industries Journal, 40(3-4), 203-
225. https://doi.org/10.1080/02642069.2019.1672666
Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The service-quality puzzle. Business
horizons, 31(5), 35-43.
Bitner, M. J., Booms, B.H. & Mohr, L.A. (1994). Critical Service Encounters: The Employee Viewpoint.
Journal of Marketing, 58(4), 95-106. https://doi.org/10.1177/002224299405800408
Chan, A. P. H., & Tung, V. W. S. (2019). Examining the effects of robotic service on brand experience:
the moderating role of hotel segment. Journal of Travel & Tourism Marketing, 36(4),
458-468. https://doi.org/10.1080/10548408.2019.1568953
Chen, Y., & Hu, H. (2013). Internet of intelligent things and robot as a service. Simulation Modelling
Practice and Theory, 34, 159-171. https://doi.org/10.1016/j.simpat.2012.03.006
Choi, Y., Choi, M., Oh, M., & Kim, S. (2019). Service robots in hotels: understanding the service
quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management,
1-23. https://doi.org/10.1080/19368623.2020.1703871
Dedeoğlu, B. B., & Demirer, H. (2015). Differences in service quality perceptions of stakeholders
in the hotel industry. International Journal of Contemporary Hospitality Management.
27(1), 130-146. https://doi.org/10.1108/IJCHM-08-2013-0350
DeLone, W. H. & McLean, E. R. (2002). Information systems success revisited. Proceedings
of the 35th Annual Hawaii International Conference on System Sciences, Big Island, HI.
2966-2976, doi: 10.1109/HICSS.2002.994345.
Getty J.M. & Thompson, K.N. (1994). A procedure for scaling perceptions of lodging quality.
Hospitality Research Journal, 18(2), 75-96. https://doi.org/10.1177/109634809401800206
Haidegger, T., Barreto, M., Goncalves, P., Habib, M. K., Ragavan, S. K. V., Li, H., Vaccarella, A.,
Perrone, R. & Prestes, E. (2013). Applied ontologies and standards for service robots. Robotics
and Autonomous Systems, 61, 1215-1223. https://doi.org/10.1016/j.robot.2013.05.008
International Federation of Robotics (IFR) (2012). Service robot, provisional definition of service
robots, visited June 23, 2020. http://www.ifr.org/service-robots/
Ivanov, S. H., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by
tourism and hospitality companies. Revista Turismo & Desenvolvimento, 27(28), 1501-1517.
Ivanov, S. H., & Webster, C. (2019). Perceived appropriateness and intention to use service robots
in tourism. In Pesonen, J., & Neidhardt, J. (Eds.) Information and Communication Technologies
in Tourism 2019, (pp. 237-248) Cyprus: Proceedings of the International Conference
in Nicosia.
Ivanov, S., Gretzel, U., Berezina, K., Sigala, M., & Webster, C. (2019). Progress on robotics in
hospitality and tourism: a review of the literature. Journal of Hospitality and Tourism Technology.
10(4), 489-521. https://doi.org/10.1108/JHTT-08-2018-0087
Ivanov, S., Webster, C., & Garenko, A. (2018). Young Russian adults’ attitudes towards the potential
use of robots in hotels. Technology in Society, 55, 24-32. https://doi.org/10.1016/j.
techsoc.2018.06.004
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). LODGSERV: A service
quality index for the lodging industry. Hospitality Research Journal, 14(2), 277-284. https://
doi.org/10.1177/109634809001400230
Ladhari, R. (2010). Developing e-service quality scales: A literature review. Journal of Retailing
and Consumer Services, 17(6), 464-477. https://doi.org/10.1016/j.jretconser.2010.06.003
Lanfranco, A. R., Castellanos, A. E., Desai, J. P., & Meyers, W. C. (2004). Robotic surgery: a
current perspective. Annals of surgery, 239(1), 14. doi: 10.1097/01.sla.0000103020.19595.7d.
Law, R., & Jogaratnam, G. (2005). A study of hotel information technology applications. International
Journal of Contemporary Hospitality Management. 17(2), 170-180. https://doi.
org/10.1108/09596110510582369
Lee, Y. C., Wang, Y. C., Chien, C. H., Wu, C. H., Lu, S. C., Tsai, S. B., & Dong, W. (2016). Applying
revised gap analysis model in measuring hotel service quality. SpringerPlus, 5(1), 1191.
https://doi.org/10.1186/s40064-016-2823-z
Leung, X. Y. (2019). Technology-enabled service evolution in tourism: a perspective article. Tourism
Review, 75(1), 279-282. https://doi.org/10.1108/TR-06-2019-0229
Li, J. J., Bonn, M. A., & Ye, B. H. (2019). Hotel employee’s artificial intelligence and robotics
awareness and its impact on turnover intention: The moderating roles of perceived organizational
support and competitive psychological climate. Tourism Management, 73, 172-181.
https://doi.org/10.1016/j.tourman.2019.02.006
Lu, L., Cai, R., & Gursoy, D. (2019). Developing and validating a service robot integration willingness
scale. International Journal of Hospitality Management, 80, 36-51. https://doi.
org/10.1016/j.ijhm.2019.01.005
Lukanova, G., & Ilieva, G. (2019), Robots, Artificial Intelligence, and Service Automation in
Hotels. In Ivanov, S. and Webster, C. (Ed.) Robots, Artificial Intelligence, and Service Automation
in Travel, Tourism and Hospitality (pp. 157-183). London: Emerald Publishing
Limited. https://doi.org/10.1108/978-1-78756-687-320191009
Markovic, S., Raspor, S. (2010). Measuring Perceived Service Quality Using SERVQUAL: A
Case Study of the Croatian Hotel Industry. Management, 5(3).
Wong Ooi Mei, A., Dean, A. M. & White, C. J. (1999). Analysing service quality in the hospitality
industry. Managing Service Quality: An International Journal, 9(2), 136-143. https://doi.
org/10.1108/09604529910257920
Murphy, J., Gretzel, U., & Pesonen, J. (2019). Marketing robot services in hospitality and tourism:
the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7), 784-795.
https://doi.org/10.1080/10548408.2019.1571983
Murphy, J., Hofacker, C., & Gretzel, U. (2017). Dawning of the age of robots in hospitality and
tourism: Challenges for teaching and research. European Journal of Tourism Research, 15,
104-111.
Parasuraman, A. (2000). Technology Readiness Index (TRI) a multiple-item scale to measure
readiness to embrace new technologies. Journal of service research, 2(4), 307-320. https://
doi.org/10.1177/109467050024001
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for
measuring consumer perceptions of Service Quality. Journal of retailing, 64(1), 12.
Parasuraman, R., & Riley, V. (1997). Humans and automation: Use, misuse, disuse, abuse. Human
factors, 39(2), 230-253.
Qiu, H., Li, M., Shu, B., & Bai, B. (2020). Enhancing hospitality experience with service robots:
The mediating role of rapport building. Journal of Hospitality Marketing & Management,
29(3), 247-268. https://doi.org/10.1080/19368623.2019.1645073
Simmons, A. B., & Chappell, S. G. (1988). Artificial intelligence-definition and practice. IEEE
Journal of Oceanic Engineering, 13(2), 14-42.
Singer, P. W. (2009). Wired for war: The robotics revolution and conflict in the 21st century, New
York: Penguin.
Stock, R. M., & Merkle, M. (2017). A service Robot Acceptance Model: User acceptance of humanoid
robots during service encounters. In 2017 IEEE International Conference on Pervasive
Computing and Communications Workshops (pp. 339-344). IEEE. DOI: 10.1109/
PERCOMW.2017.7917585
Taherdoost, H., & Hassan, A. (2020). Development of an E-Service Quality Model (eSQM) to Assess
the Quality of E-Service. In Strategies and Tools for Managing Connected Consumers
(pp. 177-207). IGI Global. DOI: 10.4018/978-1-5225-9697-4.ch011.
Tussyadiah, I. P., & Park, S. (2018). Consumer evaluation of hotel service robots. In B. Stangl &
J. Pesonen (Eds.), Information and communication technologies in tourism (pp. 308–320).
Cham: Springer. https://doi.org/10.1007/978-3-319-72923-7_24
Webster, C., & Ivanov, S. (2020). Robots in travel, tourism and hospitality: Key findings from a
global study. Varna: Zangador.
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018).
Brave new world: service robots in the frontline. Journal of Service Management. 29(5),
907-93. https://doi.org/10.1108/JOSM-04-2018-0119
Yarimoglu, E. K. (2015). A Review of Service and E-Service Quality Measurements: Previous
Literature and Extension. Journal of Economic & Social Studies (JECOSS), 5(1).
Zalama, E., Garcia-Bermego, J. G., Marcos, S., Dominguez, S., Feliz, R., Pinillos, R. & Lopez,
J. (2014). Sacarino, a Service Robot in a Hotel Environment. In: Armada M., Sanfeliu A.,
& Ferre M. (Eds), ROBOT2013: First Iberian Robotics Conference. Advances in Intelligent
Systems and Computing, 253. Springer, Cham https://doi.org/10.1007/978-3-319-03653-3_1
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding
e-service quality: implications for future research and managerial practice. Marketing
Science Institute.
Keywords: Robots, Service Quality (SQ), Artificial Intelligence (AI), Hotel Industry, Content Analysis.
JEL Classification L84
REFERENCES
Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (2020). Service robot implementation: a
theoretical framework and research agenda. The Service Industries Journal, 40(3-4), 203-
225. https://doi.org/10.1080/02642069.2019.1672666
Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The service-quality puzzle. Business
horizons, 31(5), 35-43.
Bitner, M. J., Booms, B.H. & Mohr, L.A. (1994). Critical Service Encounters: The Employee Viewpoint.
Journal of Marketing, 58(4), 95-106. https://doi.org/10.1177/002224299405800408
Chan, A. P. H., & Tung, V. W. S. (2019). Examining the effects of robotic service on brand experience:
the moderating role of hotel segment. Journal of Travel & Tourism Marketing, 36(4),
458-468. https://doi.org/10.1080/10548408.2019.1568953
Chen, Y., & Hu, H. (2013). Internet of intelligent things and robot as a service. Simulation Modelling
Practice and Theory, 34, 159-171. https://doi.org/10.1016/j.simpat.2012.03.006
Choi, Y., Choi, M., Oh, M., & Kim, S. (2019). Service robots in hotels: understanding the service
quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management,
1-23. https://doi.org/10.1080/19368623.2020.1703871
Dedeoğlu, B. B., & Demirer, H. (2015). Differences in service quality perceptions of stakeholders
in the hotel industry. International Journal of Contemporary Hospitality Management.
27(1), 130-146. https://doi.org/10.1108/IJCHM-08-2013-0350
DeLone, W. H. & McLean, E. R. (2002). Information systems success revisited. Proceedings
of the 35th Annual Hawaii International Conference on System Sciences, Big Island, HI.
2966-2976, doi: 10.1109/HICSS.2002.994345.
Getty J.M. & Thompson, K.N. (1994). A procedure for scaling perceptions of lodging quality.
Hospitality Research Journal, 18(2), 75-96. https://doi.org/10.1177/109634809401800206
Haidegger, T., Barreto, M., Goncalves, P., Habib, M. K., Ragavan, S. K. V., Li, H., Vaccarella, A.,
Perrone, R. & Prestes, E. (2013). Applied ontologies and standards for service robots. Robotics
and Autonomous Systems, 61, 1215-1223. https://doi.org/10.1016/j.robot.2013.05.008
International Federation of Robotics (IFR) (2012). Service robot, provisional definition of service
robots, visited June 23, 2020. http://www.ifr.org/service-robots/
Ivanov, S. H., Webster, C., & Berezina, K. (2017). Adoption of robots and service automation by
tourism and hospitality companies. Revista Turismo & Desenvolvimento, 27(28), 1501-1517.
Ivanov, S. H., & Webster, C. (2019). Perceived appropriateness and intention to use service robots
in tourism. In Pesonen, J., & Neidhardt, J. (Eds.) Information and Communication Technologies
in Tourism 2019, (pp. 237-248) Cyprus: Proceedings of the International Conference
in Nicosia.
Ivanov, S., Gretzel, U., Berezina, K., Sigala, M., & Webster, C. (2019). Progress on robotics in
hospitality and tourism: a review of the literature. Journal of Hospitality and Tourism Technology.
10(4), 489-521. https://doi.org/10.1108/JHTT-08-2018-0087
Ivanov, S., Webster, C., & Garenko, A. (2018). Young Russian adults’ attitudes towards the potential
use of robots in hotels. Technology in Society, 55, 24-32. https://doi.org/10.1016/j.
techsoc.2018.06.004
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). LODGSERV: A service
quality index for the lodging industry. Hospitality Research Journal, 14(2), 277-284. https://
doi.org/10.1177/109634809001400230
Ladhari, R. (2010). Developing e-service quality scales: A literature review. Journal of Retailing
and Consumer Services, 17(6), 464-477. https://doi.org/10.1016/j.jretconser.2010.06.003
Lanfranco, A. R., Castellanos, A. E., Desai, J. P., & Meyers, W. C. (2004). Robotic surgery: a
current perspective. Annals of surgery, 239(1), 14. doi: 10.1097/01.sla.0000103020.19595.7d.
Law, R., & Jogaratnam, G. (2005). A study of hotel information technology applications. International
Journal of Contemporary Hospitality Management. 17(2), 170-180. https://doi.
org/10.1108/09596110510582369
Lee, Y. C., Wang, Y. C., Chien, C. H., Wu, C. H., Lu, S. C., Tsai, S. B., & Dong, W. (2016). Applying
revised gap analysis model in measuring hotel service quality. SpringerPlus, 5(1), 1191.
https://doi.org/10.1186/s40064-016-2823-z
Leung, X. Y. (2019). Technology-enabled service evolution in tourism: a perspective article. Tourism
Review, 75(1), 279-282. https://doi.org/10.1108/TR-06-2019-0229
Li, J. J., Bonn, M. A., & Ye, B. H. (2019). Hotel employee’s artificial intelligence and robotics
awareness and its impact on turnover intention: The moderating roles of perceived organizational
support and competitive psychological climate. Tourism Management, 73, 172-181.
https://doi.org/10.1016/j.tourman.2019.02.006
Lu, L., Cai, R., & Gursoy, D. (2019). Developing and validating a service robot integration willingness
scale. International Journal of Hospitality Management, 80, 36-51. https://doi.
org/10.1016/j.ijhm.2019.01.005
Lukanova, G., & Ilieva, G. (2019), Robots, Artificial Intelligence, and Service Automation in
Hotels. In Ivanov, S. and Webster, C. (Ed.) Robots, Artificial Intelligence, and Service Automation
in Travel, Tourism and Hospitality (pp. 157-183). London: Emerald Publishing
Limited. https://doi.org/10.1108/978-1-78756-687-320191009
Markovic, S., Raspor, S. (2010). Measuring Perceived Service Quality Using SERVQUAL: A
Case Study of the Croatian Hotel Industry. Management, 5(3).
Wong Ooi Mei, A., Dean, A. M. & White, C. J. (1999). Analysing service quality in the hospitality
industry. Managing Service Quality: An International Journal, 9(2), 136-143. https://doi.
org/10.1108/09604529910257920
Murphy, J., Gretzel, U., & Pesonen, J. (2019). Marketing robot services in hospitality and tourism:
the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7), 784-795.
https://doi.org/10.1080/10548408.2019.1571983
Murphy, J., Hofacker, C., & Gretzel, U. (2017). Dawning of the age of robots in hospitality and
tourism: Challenges for teaching and research. European Journal of Tourism Research, 15,
104-111.
Parasuraman, A. (2000). Technology Readiness Index (TRI) a multiple-item scale to measure
readiness to embrace new technologies. Journal of service research, 2(4), 307-320. https://
doi.org/10.1177/109467050024001
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for
measuring consumer perceptions of Service Quality. Journal of retailing, 64(1), 12.
Parasuraman, R., & Riley, V. (1997). Humans and automation: Use, misuse, disuse, abuse. Human
factors, 39(2), 230-253.
Qiu, H., Li, M., Shu, B., & Bai, B. (2020). Enhancing hospitality experience with service robots:
The mediating role of rapport building. Journal of Hospitality Marketing & Management,
29(3), 247-268. https://doi.org/10.1080/19368623.2019.1645073
Simmons, A. B., & Chappell, S. G. (1988). Artificial intelligence-definition and practice. IEEE
Journal of Oceanic Engineering, 13(2), 14-42.
Singer, P. W. (2009). Wired for war: The robotics revolution and conflict in the 21st century, New
York: Penguin.
Stock, R. M., & Merkle, M. (2017). A service Robot Acceptance Model: User acceptance of humanoid
robots during service encounters. In 2017 IEEE International Conference on Pervasive
Computing and Communications Workshops (pp. 339-344). IEEE. DOI: 10.1109/
PERCOMW.2017.7917585
Taherdoost, H., & Hassan, A. (2020). Development of an E-Service Quality Model (eSQM) to Assess
the Quality of E-Service. In Strategies and Tools for Managing Connected Consumers
(pp. 177-207). IGI Global. DOI: 10.4018/978-1-5225-9697-4.ch011.
Tussyadiah, I. P., & Park, S. (2018). Consumer evaluation of hotel service robots. In B. Stangl &
J. Pesonen (Eds.), Information and communication technologies in tourism (pp. 308–320).
Cham: Springer. https://doi.org/10.1007/978-3-319-72923-7_24
Webster, C., & Ivanov, S. (2020). Robots in travel, tourism and hospitality: Key findings from a
global study. Varna: Zangador.
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018).
Brave new world: service robots in the frontline. Journal of Service Management. 29(5),
907-93. https://doi.org/10.1108/JOSM-04-2018-0119
Yarimoglu, E. K. (2015). A Review of Service and E-Service Quality Measurements: Previous
Literature and Extension. Journal of Economic & Social Studies (JECOSS), 5(1).
Zalama, E., Garcia-Bermego, J. G., Marcos, S., Dominguez, S., Feliz, R., Pinillos, R. & Lopez,
J. (2014). Sacarino, a Service Robot in a Hotel Environment. In: Armada M., Sanfeliu A.,
& Ferre M. (Eds), ROBOT2013: First Iberian Robotics Conference. Advances in Intelligent
Systems and Computing, 253. Springer, Cham https://doi.org/10.1007/978-3-319-03653-3_1
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding
e-service quality: implications for future research and managerial practice. Marketing
Science Institute.
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Association of Economists and Managers of the Balkans
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E-mail: [email protected]
www.udekom.org.rs
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Registration number.: 28157347