From function to feeling: exploring the effects of human-like traits in service robots on perceived authenticity and value

The potential for integrating service robots into hospitality operations calls for exploring customer perceptions of robotic service delivery from the perspective of its acceptance. Research is necessitated to establish the determinants of positive perception of service robots among hospitality consumers. This study examined the effect of three human-centric robot traits, including personalization, efficiency, and anthropomorphism on the perceived authenticity and value of a restaurant service. The survey results (n = 358) revealed significant effects of personalization, efficiency, and anthropomorphism on perceived authenticity and four dimensions of perceived value, including emotional, social, functional, and epistemic values. Perceived authenticity partially mediated the relationship between personalization, efficiency, anthropomorphism and four value dimensions. The results demonstrated the importance of designing service robots with human-centric traits to provide more authentic and valuable service to hospitality customers.