Evaluating Customer Experience with Service Robots in the Hospitality Industry: Some Evidence from Spain

Abstract Given the increasing importance of service robots (SR) in the hospitality industry, this study examines how SR quality impacts customer experience, focusing on the mediating roles of organisational brand reputation and customer attitudes towards SR. To provide a wider and more comprehensive perspective, we incorporate variables from multiple disciplines, guided by the theoretical framework of the USUS Model. Data collected through scenario-based survey in Spain were analysed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) to test a hypothesised model and uncover key insights. The results reveal that the strongest positive and significant effects are, in order: SR quality on brand reputation, brand reputation on customer attitude, and SR quality on customer experience. These findings highlight the critical importance of managing the components that constitute SR quality, as they significantly influence customer experience both directly and indirectly.