Customer Participation in the Value Co-creation of Hotel Service Robot Interaction

Service robots are becoming increasingly popular in hotels, mainly providing services such as welcome, check-in, and meal delivery. This study examines the relationships among customer participation, perceived value, and behavioral intention in a hotel service robot context. We collected 321 valid samples and performed the Partial Least Squares (PLS) path analysis. The results show that customer participation is positively related to utilitarian and hedonic values, which further lead to service robot satisfaction. Service robot satisfaction is also related to hotel satisfaction, and both service robot satisfaction and hotel satisfaction have positive effects on behavioral intention. This study helps to deepen the understanding of the influence of customer participation in value co-creation on behavioral intention in human-robot interaction context.