Human-Robot Interaction in Service Delivery (HRISD) Framework: A Multidimensional Perspective

The integration of artificial intelligence (AI) service robots is reshaping hospitality operations and transforming customer experiences. The study aims to develop a multidimensional Human-Robot Interaction in Service Delivery (HRISD) framework, examining how robots’ technological features and customer characteristics influence customer perceptions and behavioral intentions. The study targeted customers with prior experience of hotel robot services, and 676 valid responses were analyzed. The findings reveal that robots’ performance efficacy enhances customer perceived intelligence and trustworthiness, interactivity strengthens customers’ perceptions, and anthropomorphism fosters perceived trustworthiness and enjoyment. Customers’ self-efficacy, subjective norms, and hedonic motivations positively shape their perceptions, with gender moderating the effects of performance efficacy and interactivity. Consumer perceptions influence their willingness to accept and pay more for robot services. By integrating technological and consumer perspectives across functional, emotional, and social dimensions, the HRISD framework extends existing acceptance models and provides actionable insights for designing, implementing, and promoting service robots to enhance customer engagement and experience quality.