The Impact of Service Robot’s Customer Orientation and Customer Readiness on Experiential Value and Customer Satisfaction

Along with the changes in the service industry, the introduction of service robots is becoming an important factor in the change and evaluation of the service environment. At this point in time, research on the experiential value of customers using service robots is necessary to improve service quality in the process of co-creation of services. Therefore, this study aimed to find out whether the experience value of the service robot is perceived by the customer who used the service of the service robot in the process of creating common value through interaction between the customer and the service robot at the service contact point, and whether the perceived experience value affects customer satisfaction. For the empirical analysis, 380 samples of surveys were conducted on the general public using the services of service robots, and Smart PLS 4.0 was used to analyze them. As a result of the study, it was confirmed that the consumer's experience value of the service robot at the service contact point is perceived in both practical value and hedonistic value, and it was confirmed that the perceived experience value of consumers has an impact on customer satisfaction. Through this, there is an academic contribution in that the relationship between the perceived experience value of the customer and the influence of customer satisfaction in the interaction with the service robot was confirmed.