Path Analysis of the Impact of Perceived Attributes of Service Robots on Customer Experience: A Case Study of Luxury Hotels in Shanghai

Abstract

With the advancement of artificial intelligence technology, the use of service robots in the tourism industry has gradually increased, especially in luxury hotels. This study explores the impact of the perceived attributes of service robots—including anthropomorphism, animacy, likeability, perceived intelligence, and perceived safety—on customer hospitality experience and value co-creation intention. An online survey was conducted with guests from 11 luxury hotels in Shanghai. The data were analyzed using descriptive statistics, reliability analysis, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that the attributes of “perceived intelligence” and “perceived safety” have a significant impact on customers’ experience perception, while “anthropomorphism” and “animacy” have a smaller effect. The findings not only enrich the theoretical framework of service robot perceived attributes but also provide guidance for hotel management practices, emphasizing the importance of enhancing service robot attributes to improve customer experience. Additionally, this study offers valuable insights for the future application of service robots in the hotel industry and provides references for policy development and technological optimization.