Robots in service: how robot capabilities and personalities drive customer value co-creation and satisfaction
Authors: Balaji M.S. , Jiang Yangyang , Zhang Xiya 
Published: January 2025

Purpose

Customer value co-creation in robots-mediated hospitality encounters involves active collaboration between customers and robots. In such encounters, robot capabilities, which are their functionalities or operational competences, and robot personalities, which are their interactive behaviors and communication styles, play a key role in enhancing customer value co-creation. The purpose of this study is to draw on service dominant logic to examine the role of robot capabilities and personalities in determining customer value co-creation and service satisfaction.

Design/methodology/approach

The authors adopted a mixed-methods research approach. A netnographic analysis was conducted on online customer reviews for robotic hotels and restaurants to identify key robot capabilities that shaped the customer experiences. Following this, a quantitative study (survey) was conducted to investigate the effects of robot capabilities and personalities on customer value co-creation and service satisfaction.

Findings

From the netnographic analysis, the authors identified cognitive, technical, interactional, emotional, personalization and autonomous capabilities as key robot capabilities influencing customer experiences. The findings of the follow-up empirical study showed that the higher-order robot capabilities construct positively influences customer value co-creation, which, in turn, affects service satisfaction. Furthermore, extroversion robot personality positively moderates this relationship, such that robots with high levels of capabilities result in greater value co-creation when robots possess extroversion personalities compared to introversion personalities.

Practical implications

This study advances the understanding of robot-mediated encounters by emphasizing the role of robot capabilities and personalities as crucial factors for effective customer value co-creation in the hospitality sector. Furthermore, it offers actionable insights for hospitality providers in selection of robots with key capabilities and personalities for enhancing customer satisfaction and successful value co-creation.

Originality/value

While previous research has predominantly focused on customer acceptance of and interaction with robots in the hospitality settings, the present study examined how and when service robots facilitate value co-creation with customers. Specifically, this study explores robot capabilities and personalities in shaping customer value co-creation perceptions. A few recent studies that examined customer-robot interactions have considered specific robot capabilities. However, given that hospitality services are experiential in nature and involve various tasks, a broad range of robot capabilities should be considered for a comprehensive understanding of the customer value co-creation process. By addressing this gap, the present study offers novel insights into what (capabilities) and how (extraversion personality) service robots facilitate customers in value co-creation and satisfaction.