Exploring the impact of robot-based services on hotel brand image among senior consumers

Robot has introduced new opportunities for enhancing hotel brand image, yet few studies on hotel robots have focused on senior consumers. Drawing on the Information Systems Success (ISS) model, this study examines the impact of information quality, system quality, and service quality on senior consumers’ perceived privacy protection, trust, satisfaction, and hotel brand image in robot-based hotels. This study used Partial Least Squares Structural Equation Modeling to analyze 283 valid survey data. Findings show that information quality and system quality do not directly influence senior consumers’ perceived privacy protection. However, perceived trust and satisfaction positively impact hotel brand image. This research lend credence to the robustness of the ISS model by focusing on the use of hotel robots by senior consumers. Additionally, it provides managers with a deeper understanding of senior consumers’ attitudes toward hotel robots and their influence on hotel brand image.