KOREASCHOLAR

The rapid development of artificial intelligence technology has accelerated the promotion and application of service robot in the market. Although technology has provided service robot with increasingly autonomous functions, more research is needed on how service robot with different levels of autonomy affects customer satisfaction in the hospitality industry. Guided by affordance theory, the study examines whether service robot operational and decisional autonomy would have effects on customer satisfaction and explored explanatory mechanism. Adopting an experimental vignette method (EVM), the study reveals that direct effect of service robot operational autonomy and indirect effect of decisional autonomy on customer satisfaction, and functional affordance played a positive mediating role in the impact of service robot autonomy on customer satisfaction. This research extends and enriches the relevant literature on human-machine interaction and customer satisfaction research. Further, the study also provides marketing insights for enterprises to improve autonomous robot design and enhance customer relationships.

• Keli Li(China, Harbin Institute of Technology)
• Guoxin Li(China, Harbin Institute of Technology)