摘要
近年来,越来越多的酒店开始引入拟人化机器人开展服务,但不可避免地会有服务失败的情况发生。目前鲜有研究探讨酒店服务机器人在服务失败情境下的拟人化对顾客的影响。据此,本研究基于心灵感知理论和任务-技术匹配理论,构建机器人拟人化与顾客服务失败容忍度之间关系的理论模型。研究发现,顾客对机器人服务失败的容忍度随机器人拟人化程度的提高而降低,机器人拟人化会增强顾客的绩效预期(移情性),从而降低(增加)顾客对服务失败的容忍度。此外,任务类型对机器人拟人化与顾客服务失败容忍度、绩效期望与移情性的关系起调节作用。具体而言,与高拟人化机器人执行机械型任务(或低拟人化机器人执行情感社交型任务)发生服务失败相比,当高拟人化机器人执行情感社交型任务(或低拟人化机器人执行机械型任务)发生服务失败时,顾客的绩效期望较高,而对服务失败的容忍度和移情性较低。本研究揭示了机器人拟人化对顾客服务失败容忍度发生作用的两种新的中介路径(绩效期望和移情性),拓展了心灵感知理论和任务-技术匹配理论的应用场景。
In recent years,an increasing number of hotels have introduced anthropomorphic robots to enhance customer service.However,service failures inevitably occur.Despite this,limited research has examined the impact of robot anthropomorphism on customer responses in the context of service failures within hotels.This study,grounded in mind perception theory and the Task-Technology Fit Theory,develops a theoretical model exploring the relationship between robot anthropomorphism and customer tolerance for service failures.Results reveal that customer tolerance for robot service failures decreases as the level of robot anthropomorphism increases.Anthropomorphism heightens customers'performance expectations(or empathy),which in turm reduces(or increases)tolerance for service failures.Furthermore,task type moderates the relationships between robot anthropomorphism and customer tolerance for service failures,performance expectations,and empathy.Specifically,when high-anthropomorphism robots fail at performing social-emotional tasks(or low-anthropomorphism robots fail at mechanical tasks),customers exhibit lower tolerance and empathy and have higher performance expectations.This research uncovers two novel mediation paths(performance expectations and empathy)by which robot anthropomorphism affects customer tolerance for service failures,expanding the applications of mind perception theory and task-technology fit theory.
作者
林美珍
杨兴鑫
王彦文
李月
LIN Meizhen;YANG Xingxin;WANG Yanwen;LI Yue(College of Tourism,Huaqiao University,Quanzhou 362021,China;School of Marxism,Fuzhou University of International Studies and Trade,Fuzhou 350202,China)
出处
《旅游导刊》
2024年第6期28-55,共28页
Tourism and Hospitality Prospects
关键词
服务机器人
服务失败
拟人化
任务类型
顾客容忍度
service robot
service failure
anthropomorphism
task type
customer tolerance
