Understanding trust and rapport in hotel service encounters: extending the service robot acceptance model

Abstract

Purpose Drawing on the Service Robot Acceptance Model (sRAM) proposed by Wirtz et al. (2018), this study aims to examine how functional and social-emotional antecedents affect relational elements and the critical functions that trust and rapport play in robot acceptance in hotel services. Additionally, this study incorporates customer characteristics into the modified sRAM. Design/methodology/approach Consistent partial least squares (PLSc) was used to test the proposed model utilizing data collected from 456 Chinese customers. Findings The results indicated that effort expectancy and performance expectancy positively affect hotel guests’ trust toward and rapport with service robots. However, the effect of social influence on trust and rapport is insignificant. Additionally, perceived humanness and perceived social interactivity positively influence rapport, and perceived social presence positively affects both trust and rapport. Furthermore, trust and rapport positively influence hotel guests’ acceptance of service robots. The results also revealed the moderating role of age. Originality/value This study contributes to service robot literature by providing insights into how functional and social-emotional factors affect relational factors and the key role of relational factors in robot acceptance based on the sRAM. This study also advances this body of knowledge by highlighting the moderating effect of age.