Close or distant? The impacts of robot services and spatial distance on service satisfaction. (March 2023) - Yu, Ruoyu
Abstract: Service robots have become an efficient service option in retail, hospitality, and tourism settings. However, customers tend to be dissatisfied with robot-provided services. This article investigates customers' satisfaction with service robots from the perspective of a neglected factor: spatial distance. COVID-19 prevention policies have brought various challenges to service providers and have highlighted the importance of spatial distance. We propose that adopting service robots during a pandemic could be a win–win strategy for customers and providers. Our three studies included experimental manipulations of service providers and spatial distance. Study 1 examined the correlation between service robots and customers' service satisfaction. Studies 2 and 3 indicated that customers were more satisfied with robot services (vs. human services) in settings featuring close spatial distance, whereas customers preferred human staff (vs. robots) under far spatial distance. We also verified approach–avoidance motivation as the underlying mechanism of the above interaction. These results excluded other factors, such as consumers' tech savviness, perceived expertise, and knowledge level. Findings can help service providers to better understand how spatial distance influences customers' satisfaction with service robots and devise competitive marketing strategies.