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Purpose This study aims to investigate the impact of both physical and personality-related anthropomorphic features of an artificial intelligence service robot on the cognitive and affective appraisals and acceptance of consumers during service delivery. Design/methodology/approach The proposed hypotheses that investigate the effects of service robots’ physical appearance on the emphasis consumers place on each evaluation criteria they use in determining their willingness to accept the use of service robots in service delivery and the moderating role of sense of humor are tested by conducting two studies using scenario-based experiments. Findings The results show that humanlike appearance leads to higher performance expectancy, mascot-like appearance generates higher positive emotions and machine-like appearance results in higher effort expectancy. The effects of humanlike and mascot-like appearances on consumer acceptance are moderated by the sense of humor of service robots. However, the sense of humor effect is attenuated with a machine-like appearance owing to the lack of anthropomorphism. Practical implications This study provides crucial insights for hospitality managers who plan to use service robots in service delivery. The findings highlight the key roles of appearance type and sense of humor of service robots in influencing the appraisals and acceptance of consumers regarding the use of service robots in service delivery. Originality/value This study focuses on comparing the effects of traditional and mascot-like appearances of service robots on consumer appraisals and identifies sense of humor as a cute anthropomorphized personality trait of service robots.

Purpose This paper aims to explore the implications of integrating humanoid service robots into hospitality service encounters by evaluating two service prototypes using Softbank Robotics’ popular service robot Pepper™: to provide information (akin to a receptionist) and to facilitate order-taking (akin to a server). Drawing both studies together, the paper puts forward novel, theory-informed yet context-rooted design principles for humanoid robot adoption in hospitality service encounters. Design/methodology/approach Adopting a multiple method qualitative approach, two service prototypes are evaluated with hospitality and tourism experts (N = 30, Prototype 1) and frontline hospitality employees (N = 18, Prototype 2) using participant observation, in situ feedback, semi-structured interviews and photo-elicitation. Findings The adoption of humanoid service robots in hospitality is influenced by the following four layers of determinants: contextual, social, interactional and psychological factors, as well as extrinsic and intrinsic drivers of adoption. These empirical findings both confirm and extend previous conceptualizations of human-robot interaction (HRI) in hospitality service. Research limitations/implications Despite using photo-elicitation to evoke insight regarding the use of different types of service robots in hospitality, the paper mostly focuses on anthropomorphized service robots such as Pepper™. Practical implications Adopting humanoid service robots will transform hospitality operations, whereby the most routine, unpleasant tasks such as taking repeat orders or dealing with complaints may be delegated to service robots or human-robot teams. Social implications Working with and receiving service from Pepper™ changes the service encounter from direct practical, technical considerations to more nuanced social and psychological implications, particularly around feelings of self-esteem, social pressure and social judgment. Originality/value This paper presents one of the first empirical studies on HRI in hospitality service encounters using Softbank Robotics’ Pepper™. In doing so, the paper presents a novel framework for service robot adoption rooted in first-hand user interaction as opposed to previous, theory-driven conceptualizations of behavior or empirical studies exploring behavioral intention.

PurposeThis study aims to introduce a conceptual framework for service robot (SR) acceptance by customers, employees and policymakers – a framework to help determine corporate decision-making on SR workplace integration.Design/methodology/approachThis study reviews SR adoption literature within the tourism and hospitality industry. These SRs may have some level of artificial intelligence capability and possibly anthropomorphic (e.g. humanoid) or zoomorphic (e.g. animal-like) features, contingent on task and design choices. The study then identifies factors that potentially influence employee and consumer acceptance and experiences of SR, as well as policy and compliance factors and all elements of the corporate decision-making process concerning SR adoption in the hospitality setting.FindingsThis paper reviews the obstacles and benefits of SR adoption in the hospitality industry based on employee, consumer and public policy considerations.Research limitations/implicationsSRs are increasingly deployed within hospitality and tourism settings. Future studies should further explore the value-adding functions of SRs implemented in existing hospitality operations.Practical implicationsHospitality and tourism industry practitioners should integrate the dimensions in the conceptual framework to make fully informed decisions on SR adoption.Originality/valueTo the best of the authors’ knowledge, this is one of the first studies to provide a holistic SR adoption framework offering theoretical and practical implications for ongoing SR research and implementation.