酒店机器人包容性服务定位对顾客公民行为的影响——基于社会认同和社会反应理论视角

The Influence Mechanism of Hotel Robot Inclusive Service Positioning on Customer Citizenship Behavior——From the Perspective of Social Identity and Social Response Theory

随着人工智能在酒店业的广泛应用,服务机器人在提升服务交付效率、改善顾客消费体验的同时,也引发了顾客的非公民行为。在此背景下,通过对机器人进行包容性服务定位已经成为许多酒店引导顾客公民行为的重要策略。基于社会认同理论和社会反应理论,通过四项实验检验了酒店机器人包容性服务定位对顾客公民行为的影响机制及边界条件。结果表明:(1)与非包容性服务定位相比,机器人包容性服务定位更能促进顾客公民行为。(2)社会归属感中介了机器人包容性服务定位对顾客公民行为的影响。(3)机器人共情在上述关系中存在调节作用。对于高共情的机器人而言,包容性服务定位能够进一步激发顾客的社会归属感,并促进顾客公民行为。(4)机器人共情的调节效应受到顾客特质调节聚焦的再调节。对于防御聚焦顾客而言,机器人共情的调节效应消失。对于促进聚焦顾客而言,机器人共情的调节效应增强。

With the wide application of artificial intelligence in the hotel industry,service robots not only enhance the efficiency of service delivery and improve customer consumption experience but also trigger non-citizenship behavior of customers.In this context,inclusive service positioning of robots has become an important strategy for many hotels to guide customer citizenship behavior.Based on social identity theory and social response theory,four experiments were conducted to examine the promotion mechanism and boundary conditions of hotel robot inclusive service positioning on customer citizenship behavior.The results are as follows.(1)Compared with non-inclusive service positioning,inclusive service positioning could promote customer citizenship behavior.(2)The sense of social belonging mediated the impact of robot inclusive service positioning on customer citizenship behavior.(3)Robot empathy played a moderating role in the aforementioned relationships.For highly empathic robots,inclusive service positioning further stimulated customers’sense of social belonging and promoted customer citizenship behavior.(4)The moderating effect of robot empathy was moderated by customer chronic regulatory focus.For defensefocused customers,the moderating effect of robot empathy disappeared.For promoting customer focus,the moderating effect of robot empathy was enhanced.