Humanizing Technology for Success: Exploring the Impact of

Anthropomorphism on Customer Satisfaction and Business Growth in The

Hotel Industry

Mr. Suvodip Sen

Electronic copy available at: https://ssrn.com/abstract=4367010

 Abstract
IT applications, AI technologies, virtualization, cloud architecture, the Internet of Things (IoT),
and big data now permeate every facet of contemporary life. Companies that have brick-and-
mortar locations and provide in-person consumer experiences, especially those in the tourism
industry, stand to gain from adopting new technology. Hotels, a vital part of the travel industry,
require new technologies and approaches if they are to achieve their potential as "smart." The
concept of a "smart hotel," which has been around since 2008 but has recently seen a surge in
interest. This concept paper aims to explore the impact of anthropomorphism on customer
satisfaction and business growth in the hotel industry. The study proposes several hypotheses,
including the effect of humanlike physical appearance on service encounter evaluation, the
relationship between anthropomorphism of technology and customers' privacy concerns, the
impact of anthropomorphism on perceived risk, and the impact of various technology on
perceived control of consumers. Additionally, the study also examines the moderating effects
of service personalization and self-efficacy on perceived control, as well as the impact of
technology adoption on customer satisfaction. The findings of this study have theoretical and
managerial implications for the hotel industry, as they provide insights into how adopting
anthropomorphic technology can affect customer satisfaction and business growth.
Keyword: Anthropomorphism, AI, IoT, customer satisfaction, service robot

Electronic copy available at: https://ssrn.com/abstract=4367010

1. INTRODUCTION
Information technology (IT) applications, artificial intelligence (AI) technologies,
virtualization, cloud computing, the Internet of Things (IoT), and big data increasingly
permeate every aspect of contemporary life. Not just e-commerce businesses, but also
businesses with physical sites that provide in-person customer experiences, notably in the
tourism sector, profit from the use of new technologies. Hotels, a vital segment of the tourist
industry, need technological innovation and improvement to become "smart." The concept of
a smart hotel originally arose about 2008 and has lately become more popular. Smart hotels
combine a number of innovative information and communication technologies (ICTs),
including artificial intelligence (AI) and service ideas, to offer guests a new feeling of
intelligence. Over global computer networks, smart hotels instantly integrate and regulate their
technical systems and technological operations. To provide customers with improved service
experiences and noticeably greater degrees of personalisation, these integrate current IT,
including the Internet of Things (IoT), cloud computing, mobile internet, smart devices, and
big data. As a consequence of IoT and internet of things (IoE) advances, hotel operations and
services are evolving toward smart environments. Leung (2019) asserts that the definition of
"smart hotels" changes depending on the role that technology serves inside the organisation.
There are discrepancies in how smart hotels are characterised between theoretical academic
research and the real hotel industry, where smart hotels have not yet been properly defined
(Domanski, 2020). A hotel is referred to as a "smart hotel" if it employs information and
communications technology (ICT) to enhance the efficacy of its guest service offerings.
This is why it is crucial for the hospitality sector to comprehend the factors that influence
customers' willingness to embrace new technologies. In this white paper, we provide a
paradigm for understanding the relationship between the degree of anthropomorphism in hotel
technology and the rate of technology adoption by guests. The study's findings will provide
light on the correlation between the kind and degree of humanization of technology and
customer happiness, the latter of which is used as a proxy for the hotel industry's financial
success. Table 1 provides a further mapping of the eleven social science ideas we've utilised to
inform our hypotheses. This concept paper aims to fill a gap in the literature by addressing the
some of the research questions in subsequent sections.

2. RESEACH QUESTIONS:
a. When engaging with anthropomorphic service robots in the hotel sector, what are the
main aspects that affect customer happiness and company growth?
b. How does the anthropomorphism of service robots in hotels impact patron pleasure
and company expansion?
c. How does the usage of anthropomorphic service robots affect how the hotel industry's
connection between client happiness and company expansion?
d. In the hotel sector, what degree of anthropomorphism promotes client pleasure and
revenue growth?
e. How are customer happiness and company success in the hotel sector are impacted by
consumers' feelings and attitudes toward service robots with various degrees of
anthropomorphism?
f. How do the features and functioning of anthropomorphic service robots affect hotel
sector development and client satisfaction?

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3. THEORETICAL BACKGROUND

The conceptual model has been presented in Figure 1 and name of various theories used to
develop hypothesis have been shown in Table 1.
3.1 Types of technology amenities
By implementing cutting-edge features, services, and facilities, intelligent hotels can adjust to
the always changing demands of its patrons. Anything over and above what is typically
provided to guests in their rooms and common spaces is considered a hotel's TA. Smart hotels
utilise a wide variety of TA, and their availability is expanding and changing quickly (Bilgihan
et al., 2016). Free Wi-Fi, voice or facial recognition, service robots, and smart TV are a few of
them. From touch-screen panels, hotel guests may control the lighting, temperature, music, and
draperies (Lai and Hung, 2018). Mobile devices may assist enhance customer service during a
hotel stay (Leung, 2019). Particularly with regards to check-in and check-out processes, this is
accurate. A more personalised stay may be offered to customers at hotels that have smart
technology, such as a smart mirror, rollable TV, or smart glass in the shower. 2019 (EHL
Insights); 2019 (Prabhu). Hotels' energy usage may be considerably decreased by using
occupancy sensors, infrared sensors, and motion sensors (DePinto, 2017).
TAM, which was first introduced by Davis (1989), examines two characteristics of a
technology: how user-friendly it is and how useful it is (PU). While the second model addressed
the PU construct's determinants, such as subjective norm and output quality, the third model
offered the control variable, most notably self-efficacy.

H1. Types of technology amenities adopted in hotels have significant impact on perceived ease
of use
H2. Types of technology amenities adopted in hotels have significant impact on perceived
usefulness

3.2 Anthropomorphism
Researchers in the field of human-computer interaction (HRI) have thoroughly examined the
relationship between anthropomorphism and user approval (Duffy, 2003). It's known as
"anthropomorphism" when humans prefer to give inanimate things human characteristics
(Fink, 2012). It has been shown that human reactions to humanoid robots make them more
likeable. According to Epley (2007), familiarity is the key to understanding anthropomorphism
because humans have a tendency to give non-human artefacts familiar characteristics in order
to gain insight into them, understand them better, and make them more predictable. Similar to
this is the claim that individuals automatically use preconceptions and heuristics in response to
an object's humanlike design signals.
Anthropomorphism and user assessment and adoption intention have been shown to be
positively correlated in studies on human-computer interface (HRI), service automation, and
hospitality and tourism. However, there are counterexamples that demonstrate negative
reactions do arise in certain circumstances for various reasons. The "uncanny valley idea" is
what causes most individuals to respond adversely (Mori, 1970). According to the hypothesis,
as anthropomorphic robots become more similar to humans, attitudes toward them would shift
from acceptance to rejection (Mori, 1970). Ferrari et al. (2016) showed that if robots resemble
humans too closely, it might raise worries about damage to people and their identities by
obfuscating identification boundaries and lessening human capacity to stand out. This finding
is based on research of intergroup uniqueness in social psychology.
The appraisal hypothesis states that while evaluating an experience, one's ideas and feelings
are both triggered (Lazarus, 1991). For instance, if a client's server lacks professionalism, that
client can feel unsatisfied since they might think the service was not worthwhile of their time

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or money. According to the concepts of appraisal theory, which describes an assessment
process, an initial evaluation is performed, followed by subsequent cognitive and emotional
evaluations (Lazarus, 1991; Smith and Lazarus, 1993). Because it takes into consideration the
intricate interactions between a person's surroundings and their inputs, appraisal theory is
valuable for describing human behaviour (Hosany, 2012; Roseman, 2001). Customers in this
situation are likely to assess the service robots mentally and emotionally before reacting.
Therefore, in order to clarify how human-likeness affects purchase choices, we propose the
notions of cognition (i.e., perceived believability) and emotion. Hence, we can form a
hypothesis

H3A & H10A & H13A. The effect of humanlike language of service encounter evaluation is
mediated by a) perceived credibility generated by anthropomorphism b) positive emotion.
H3B & H10B & H13B. The effect of humanlike voice of service encounter evaluation is
mediated by a) perceived credibility generated by anthropomorphism b) positive emotion.
H3C & H10C & H13C. The effect of humanlike physical appearance on service encounter
evaluation is mediated by a) perceived credibility generated by anthropomorphism b) positive
emotion.

Traditionally, men and women are expected to fill "service-oriented" positions. Studies on
gender inequality show that women mostly work in the service industry (Kerfoot, 2005). Even
though they represent a small portion of a greater societal issue of discrimination and
stereotyping, gender stereotypes continue to be a potent predictor of behaviour. According to
decades of social psychology study, consumers often categorise people (such as whether they
belong to a certain social group) and interpret information in light of their existing knowledge
and experiences (Dovidio and Gaertner, 1993). Stereotypical reactions are often triggered
spontaneously when the following information is processed (depending on variables like
gender and sexual orientation) (Macrae and Martin, 2007). It is challenging to maintain self -
control and prevent from behaving stereotypically when stereotype-related stimuli are offered
without a strong motive to avoid discriminating thinking. Bargh (1999) emphasises the strength
of stereotype activation and contends that once a stereotype is activated, there is simply no way
to restrict its impact.
Due to stereotypes of anticipated behaviour, there are many biases between the sexes. There is
a widespread belief that males make competent and task-oriented leaders and that women make
expressive and emotionally accessible communicators (Deaux, 1984). More than only an
employee's gender has an impact on a customer's pleasure. When service providers are
engaging in gender-congruent behaviours, customers are more likely to be happy with them
than they are when those service providers are male. Nevertheless, a majority of positions that
directly involve interacting with the public are held by women, including nursing, sales,
customer service, and hospitality (Hochschild, 1983). Numerous instances from the business
demonstrate that that masculine inclination is typical even among virtual assistants. Many
smart home appliances, such as Alexa and Google Home, assume a feminine persona in their
nomenclature or voice due to security and psychological concerns. Customers see female
service personnel in the service business more favourably than male ones, according to prior
studies (Fischer et al., 1997).

H3D & H10D & H13D. The effect of feminine aspect of anthropomorphism on service
encounter evaluation is mediated by a) perceived credibility generated by anthropomorphism
b) positive emotion.

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In interactions between people and robots, this bias will be present if a humanoid robot is seen
as an employee. Because of the anthropomorphic design of the robot, customers' perceptions
of service robots will be greatly impacted by the robot's gender. They will believe that the robot
is either a man or a woman.

3.3 Uncanny Valley Theory

The Uncanny Valley theory has been used in robot research to explain why certain individuals
find humanoid robots so frightening (Bartneck et al., 2017; Gray and Wegner, 2012; Yu and
Ngan, 2019). Mori (1970) put out the hypothesis in an attempt to explain how humans view
objects with human-like qualities. According to the "uncanny valley" idea, customers first
respond favourably to things that have been anthropomorphized up to a certain point, but when
the products are viewed as being too genuine, they begin to react negatively. If customers feel
that a service robot is not too humanoid, they are more likely to have a favourable encounter.
An attractiveness bias is when individuals have a general propensity to consider physically
beautiful people as more socially acceptable than physically ugly persons. Most people believe
that since handsome individuals have fewer mental health problems, they are happier and
healthier than their less attractive peers.
Another area where we might witness this tendency is in human-robot interaction (HRI). Some
businesses have started programming robots with gender, a name, a unique voice, and a distinct
personality in an attempt to dazzle clients and enhance their experience. When consumers see
service robots as having human-like characteristics, the beauty bias will also manifest itself in
interactions between humans and robots. As service robots become increasingly human-like,
this impact will be amplified since the beauty bias for a highly humanised female robot exists
for men but not for females, and vice versa.

3.4 The privacy calculus theory

According to Dinev and Hart (2006)'s privacy calculus hypothesis, individuals assess the
advantages and disadvantages of utilising new technology in their minds, and SRA affects how
they see those advantages and disadvantages (Chuah et al., 2021). We hypothesise that privacy
problems are minimal for low anthropomorphic service robots (i.e., mechanoids) because they
lack agent will or intentionality. Highly anthropomorphic service robots (i.e., androids) are
often linked with strong agency, ability, empathy, and reliability (Crolic et al., 2022; van
Pinxteren et al., 2019). Despite the fact that there are privacy issues connected with androids
owing to their human qualities, customers do not express any substantial privacy concerns.
This is the case because, following a trade-off, the advantages are expected to exceed the
dangers (such as service quality and the necessity for engagement; Gursoy et al., 2019; Xie et
al., 2020). Because they share certain traits with humans, medium-anthropomorphic robots
(humanoids) run the danger of being seen as half-human beings with reduced capacity and
believability (Lu et al., 2021). Consumers would be most worried about their privacy after
weighing the pros and negatives of humanoids. When compared to other kinds of service
robots, humanoid robots, which are made to resemble humans in some ways, have been
observed to evoke the greatest unfavourable responses from clients (Lu et al., 2021). (i.e.,
androids and mechanoid).

H4. There is a non-linear relationship between anthropomorphism of technology and

customers’ privacy concerns, such that customers have greater privacy concerns for medium-
anthropomorphic robots compared to low- and high-anthropomorphic robots.

3.5 Personalization-privacy Paradox

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Consumers are prepared to contribute their data for customised products because they
understand the value of it from a financial perspective (Culnan and Bies, 2003; Lee and
Cranage, 2011). The "personalization-privacy conundrum," as Culnan and Bies (2003) refer to
it, is the idea that people would divulge personal information in return for better-tailored service
options. Because the benefits of personalised services on customers' views of the service's
usefulness, novelty, and value, customers must negotiate between their need for individualised
service and their need for privacy (Chellappa and Sin, 2005). Furthermore, as personalised
service is catered to each customer's unique interests and needs, consumers would perceive
robot empathy as being higher. If a service robot can provide them individualised help,
customers will be more receptive to anthromorphic robots, less concerned about the privacy
hazards of SRA, and more open with personal information.

H5. Impact of anthropomorphism on perceived risk is moderated by service personalization

3.6 Information Sensitivity

Information-sensitive material (IS) is that which a service robot shares with its customers
(Bansal et al., 2016). According to certain study, user privacy concerns and the amount of
sensitive information are correlated (e.g., Phelps et al., 2001). The results of Bansal et al. (2016)
show that different categories of data raise varying degrees of privacy concerns. More taboo
than one's shopping or eating habits is disclosing one's credit card number, social security
number, and financial information. Hong et al. (2021) discovered that individuals are more
worried about their online privacy if they have previously experienced a privacy violation, if
they have a tendency to avoid taking risks, and if the information that websites are requesting
is highly sensitive. Anthropomorphism and users' privacy concerns are linked, claim Ha et al.
(2021), especially when the information is more sensitive.

H6. Impact of anthropomorphism on perceived risk is moderated by information sensitivity

3.7 Social Cognition Theory (SCT)

The social cognition hypothesis holds that there is a connection between internal variables,
environmental influences, and behaviour. An individual's behaviour is shaped by a variety of
factors and situations. A person's activities may also have an impact on their surroundings and
personality. A person's approach to learning is shaped by how they learn from others, how they
think, and how they interact with their environment. SCT offers a theoretical framework for
examining this interaction. Research on the adoption of information systems has often
employed the self-efficacy theory, usually as a moderating variable (e.g. Venkatesh and Bala,
2008).

3.8 Technology Acceptance Model

As per Davis (1989), “technology acceptance models” (TAM) describe and predict how people
will react to new technologies and systems based on their perceived "ease of use" and
"usefulness." TAM-based models prioritise usefulness or occupational relevance, but they
undervalue the importance of the emotional and psychological elements. McLean and Osei-
(2019) Frimpong's cutting-edge study use the use and enjoyment theory to examine the
meteoric rise in Alexa's popularity in domestic settings (U&GT). Consumers' pursuit of
satisfaction across their utilitarian, social, hedonic, and symbolic demands is better captured
by U&GT than by the TAM-based approach. People who have used the gadget at home, where
privacy and security are less of an issue, were the only ones questioned.

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H7. Impact of various technology on perceived control of consumers mediated by a) perceived
ease of use b) perceived usefulness

3.9 Self-efficacy and Value-based Adoption Model

Value-based adoption models (VAM), which are more appropriate in a voluntary situation than
TAM, emphasise labour or functional purpose (Kim et al., 2007; Zhu, Sangwan, and Lu, 2010).
Value-added modelling (VAM) also enables individuals to assess a technology's merits and
shortcomings according to their own priorities and expectations. In order to further develop
VAM, Zhu et al. (2017) apply SCT to the context of ridesharing apps, where self-efficacy is
shown to have a significant impact on cognitive, emotional, and social determinants of
behaviour. When it came to explaining adoption intent, the model outperformed previous
studies. Self-efficacy is a person's belief in their own competence to take the actions necessary
to accomplish a set of objectives. Self-efficacy is the confidence in one's ability to manage
one's emotions, actions, and relationships.

H8A. Consumers of higher self-efficacy shows no difference in perceived control with respect
to various types of technology amenities mediated by perceived ease of use and perceived
usefulness
H8B. Consumers of lower self-efficacy shows lower-level (vs high level) perceived control
with respect to highly automated technology (vs. lesser automated technology) amenities
mediated by perceived ease of use and perceived usefulness

3.10 Perceived Diagnosticity

Diagnosis is the ability to judge or evaluate occurrences in light of one's prior knowledge and
experience (Menon et al., 1995). Individuals will make decisions based on a lay belief alone if
it has a high diagnosticity (Lynch, 2006). One such misconception is the widely held belief that
an unpleasant-tasting drug must be more effective than a pleasant-tasting one because "no pain,
no gain" (Kramer et al., 2012). Due to the diagnostic importance of this widespread
misunderstanding, many patients base their treatment decisions on how much "pain" they
experience after administration. However, if the diagnosticity of a lay belief is low, it will not
be enough to accomplish a choice aim on its own, and individuals will go to other sources for
guidance (Lynch, 2006).

3.11 Automated Social Presence (ASP)

Van Doorn, et al. (2017) defined "automated social presence" (ASP) as "the extent to which
technology makes customers feel the presence of another social entity," which is becoming
increasingly important as service providers incorporate anthropomorphic (i.e., human-like)
attributes into automated technology to create a quasi-social service experience (Jorling, 2019;
Mende et al., 2019). (Van Doorn et al., 2017). The premise of ASP is that machines can do the
job of human customer care reps by providing empathetic support and answering cli ent
questions (Van Doorn et al., 2017). In place of a text-based touch screen, the new voice
assistant aspires to have a more natural tone (McLean and Osei-Frimpong, 2019). The virtual
assistant can carry on natural-sounding conversations with users in real time and do tasks often
associated with humans. Conversations with clients through speech are now possible thanks to
voice assistants driven by artificial intelligence, making customers feel like they are in a social
situation (McLean and Osei-Frimpong, 2019). Thus, indications like these that are so obviously
human may be used to get individuals to interact with one another. This has led many
individuals to treat their voice assistants as if they were sentient beings (McLean and Osei -
Frimpong, 2019).

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Nowadays, many people consider their smartphones to be an extension of themselves (Belk,
2013). From this perspective, Van Doorn et al. (2017) propose the concept of "psychological
ownership" between suppliers and customers of technology-enhanced services. They believe
that customers' feelings of control over the service they get mitigate the impact of ASP on
service results. Psychological ownership is the feeling that anything, in this case the room's
technological amenities, is one's own (Pierce et al., 2001). When individuals feel they can make
a difference in the world, they experience a surge of this emotion (Pierce et al., 2003). When
ASP is built into services that make use of technology, it gives consumers a greater feeling of
control over their experiences (Jorling et al., 2019).
Consumer-related characteristics (such as consumer connection orientation), may moderate the
link between price and ownership sentiment, as shown by the research of Van Doorn et al.
(2017). The purpose of this paper is to apply this theoretical premise to the practical setting of
hotel in-room technology, with the hypothesis that customers' propensity to self-construe may
moderate the relationship between in-room technologies and customers' reactions to the service
they receive.

3.12 Self-construal
Self-construal inclinations have a significant impact on how people see others and how they
respond to them in social circumstances. Given that humans are hardwired to interact with one
another, it stands to reason that they would assign certain social roles to the technologies they
create (Moon, 2000). ASP further stimulates users' social views of technology that attempts to
simulate the human experience (Van Doorn et al., 2017). We relate our research to the notion
of self-construal and argue that consumers' self-perceptions might affect their reactions to ASP
technology. The authors argue that consumers' tendency toward self-construal might serve as
a moderating influence.

H9A. Dependent consumers show no difference in their perceived control toward different
types of in-room technology
H9B. Independent consumers show no difference in their perceived control toward different
types of in-room technology

Intrusions into privacy and other privacy-related issues: a probabilistic perspective Customers’
reservation about the disclosure and use of their personal information are examples of privacy
issues (Robbin, 2001). Smith et al. (1996) describe privacy concerns as an individual's
perception of how well the confidentiality of their personal data has been protected.
Anthropomorphic and non-anthropomorphic settings have different effects on customers'
implicit privacy rules and expectations (Martin, 2016). Wright and Xie argue that exposing
customers to anthropomorphic websites might increase their awareness of privacy issues
(2019). (For instance, worries about personal data being leaked). Due to the increased humanity
and interaction of service robots, consumers are increasingly concerned about being observed,
tracked, and even influenced (Bar celos et al., 2018). Users are more concerned about their
privacy when an anthropomorphized IVA requests it, as shown by Ha et al. (2021). (vs. a non-
anthropomorphized IVA). Although the study's authors concluded that anthropomorphism may
make customers more wary of sharing personal information, they did not elaborate on when or
under what circumstances this impact occurred.
There is a negative correlation between customers' perceptions of risk and their willingness to
adopt new technologies. Thus, we hypothesize that

H11. Perceived privacy risk has a significant negative direct effect on individuals’ attitude
towards technology adoption in full-service hotels.

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3.13 Attitude and acceptance of service robots
In this context, we use the word "attitude" to describe an individual's overarching opinion about
service-providing robots. As a result, one's state of mind and actions are influenced by their
outlook. Attitudes are the result of a chain reaction beginning with various mental operations
(such as thinking and emotion) and ending with behaviour (acceptance of service robots or
willingness to sacrifice human service for robot delivery). For example, Ivanov, Webster, and
Garenko (2018) contend that people's outlooks play a critical part in deciding whether or not
they will accept robots.

3.14 Appraisal theory

The appraisal theory (Lazarus and Folkman, 1985) on which the cognitive-affective-conative
model is founded postulates that people's feelings and subsequent behaviour are shaped by their
interpretations of and responses to the external environment (Bagozzi, 1992; Oliver et al.,
1997). Using this paradigm, we can see how one's emotional reaction to an object (affective
experience) is influenced by one's purposeful or habitual activities within an experience
(cognitive experience) (conative experience). The model may be shown as a table with three
columns: cognitive processes, emotional reactions, and coping mechanisms (Bagozzi, 1992).

3.15 Appraisal Process

Appraisal processes, a subset of cognition, are responsible for the formation of an individual's
value judgements and beliefs (Lazarus, 1991). The assessed item need not occur in the present,
and might be an occurrence from the past or the future (Bagozzi, 1992). Perceived qualities of
an event, product, or service, such as performance effectiveness (Gursoy et al., 2019) and
perceived service performance, are often used in the literature to capture the cognitive
component (Prentice et al., 2020). Emotions are a reflection of the model's theoretical
foundations as the affective component of the cognitive-affective-conative framework. When
we speak of customers' "emotional responses," we refer to the subjective sentiments that are
produced by an appraisal of an event. Negative emotional reactions include discontentment,
anger, sorrow, disappointment, fear, and anxiety; good emotional responses include
contentment, pleasure, love, and joy (Bagozzi, 1992).
The intentional or behavioural aspects of coping are accounted for in the conative section of
the paradigm, which is focused on coping responses. Actions like approaching something
might heighten one's positive emotions, while avoiding it can alleviate one's negative ones
(Bagozzi, 1992). An example of a coping reaction would be deciding not to stay at a certain
hotel again because of a negative experience.
Acceptance and adoption are perennial concerns in discussions about human-robot
interactions. Traditional technological acceptance models like the Technology Acceptance
Model (Davis, 1989), the Unified Theory of Acceptance and Use of Technology (Venkatesh et
al., 2003), and UTAUT2 proposed the service robot adoption; these studies have investigated
influential factors of customer robot adoption like perceived usefulness, perceived ease of use,
performance efficacy, intrinsic motivation, social influence, facilitati ng conditions, and
emotions (Fernandes and Oliveira, 2021). The cognitive processes of customers (such as their
perceptions of the device's performance efficacy) have a significant impact on their level of
satisfaction, as emphasised by the AI device acceptance model developed by Gursoy et al.
(2019), which draws on the work of Lu et al. (2019) and appraisal theory. While these studies
focus mostly on how consumers feel about service robots, they do show how important it is to
include customers' perspectives while designing these machines.

H12. Perceived control positively impacts service interaction evaluation

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H13. Positive emotion positively impacts service interaction evaluation
H14. Adoption of technology positively impacts service interaction evaluation

According to service-dominant logic (SDL), consumers and service providers work together to
co-create a unique service experience (Payne et al., 2008; Prahalad and Ramaswamy, 2004).
During the service delivery process, value is produced when a client and a service provider
work together to accomplish a common objective (such as making a hotel reservation or
developing an itinerary) by coordinating the use of various resources. SDL classifies resources
as either "operands," which are things like raw materials or machinery, or "operants," which
are things like knowledge and skills that may have an effect on "operands."
In order to better understand human reactions during human-computer interactions, social
response theory (Moon, 2000; Nass and Moon, 2000) is frequently applied. This theory posits
that when people are confronted with computers that exhibit human characteristics or social
cues, they are more likely to treat the computers as social actors. Although they realise that
computers "do not comprehend emotions, intents, identities, or human motives," people
nonetheless use interpersonal interaction schemas and social standards when interacting with
computers (Moon, 2000, p.325).

H15. Customers’ satisfaction is higher when customer’s technology’s interaction proactivity is

high (vs. low)

Customers that are task-oriented have goals in mind whenever they engage with a service
(Cheung et al., 2021), and they'd want to get what they need as quickly and easily as possible
(Albrecht et al., 2017). To them, it is unbearable to engage in anything that is not directly
related to achieving their current goals (McFarland et al., 2006). Customers that are task -
oriented are more inclined to spend time and energy on service activities because they know
that doing so will increase their chance of receiving value from the service environment. In
other words, task-oriented consumers are more likely to make spontaneous and active
purchases even when no firms are involved. Customers that are very task-oriented may not care
much about a robot's active vs passive participation in the service process. Customers that are
less task-oriented and hence less prepared to commit resources in the service process can
benefit from the company's proactive robotic service. For this reason, fewer task-oriented
consumers depend primarily on the proactive support of robots to achieve their service goals.
Thus, we can hypothesize:

H16. Customers’ task orientation moderates the positive effect of technology interaction
(proactivity) on customer’s satisfaction, such that the effect is stronger at a low level of task
orientation than at a high level.

4. METHODOLOGY

4.1 Design
This research proposed a conceptual model which is yet to be tested empirically. In this section,
we like to propose the research methodology which can be adopted in future research to test
the validity of the model.

4.2 Sampling and Data collection

The primary factors that influence customer satisfaction and business development while
interacting with anthropomorphic service robots in the hospitality industry may be tested using
a within-subjects design experiment. Participants may be divided into many groups and

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instructed to engage with various anthropomorphized forms of the service robot. Through pre-
and post-interaction surveys and questionnaires, researchers may gauge participants'
satisfaction and the success of their businesses. To learn even more about the consumers'
perspectives, interviews and focus groups might be organised.
To find out how the humanising of hotel robots affects customer satisfaction and growth, a poll
may be conducted. Guests who have engaged with the service robots at a hotel may be asked
their opinion on how humanlike they found the robot to be in a survey that can be provided to
them. The influence of the anthropomorphic service robot on patron satisfaction and business
growth may be determined by surveying customers and analysing their responses to questions
concerning the hotel's service and overall experience.
Participants will be asked to complete a survey that measures their construal level (using a
validated measure such as the Construal Level Scale) and their perceptions of the service
robot's human-like dependent and independent construal level (using a self-developed scale or
validated measure).
Studying the impact of anthropomorphic service robots on the hotel industry's relationship
between satisfied guests and growth is a good case for the case study method. To study the
effects of anthropomorphic service robots on customer satisfaction and revenue growth,
researchers may choose a hotel or hotel chain that employs the technology and gather data via
interviews, observations, and document analysis.
The participants are a representative cross-section of recent visitors at a hotel with humanoid
robots in service roles. The ideal sample would include people from a wide range of ages,
sexes, and ethnicities.

4.3 Data Analysis

The data collected from the interviews, observations, and document analysis will be used to
understand the impact of the anthropomorphic service robots on customer satisfaction and
business growth in the hotel industry. The results will be used to determine how the usage of
anthropomorphic service robots affects the hotel industry's connection between client
happiness and technology attributes, anthropomorphism and impacts of various control
variable.

5. CONCLUSION
Assumptions like these lead to the conclusion that the sorts of technological facilities
implemented by hotels significantly affect the ease of use and perceived utility experienced by
guests. Furthermore, guests' perceptions of the quality of their service interactions with hotel
robots that seem human might be influenced by the presence of good emotions and a sense of
trust. Moreover, clients worry more about the privacy of medium-anthropomorphic robots than
they do of low- or high-anthropomorphic robots. Furthermore, guests' perceptions of privacy
have a crucial role in shaping their views regarding the use of technology at full-service hotels.
Customer happiness and ratings of service interactions may also increase as a result of
technological adoption. According to the findings, consumers' sense of control, task
orientation, and self-efficacy may buffer the negative consequences of adopting new
technologies on their happiness.

6. THEORETICAL AND MANAGERIAL IMPLICATIONS

The research paper "Humanizing Technology for Success: Exploring the Impact of
Anthropomorphism on Customer Satisfaction and Business Growth in the Hotel Industry" adds
to the growing body of literature on the effect of anthropomorphism on service industries'
customer satisfaction and revenue growth. The research shows that anthropomorphizing
technology, or imbuing it with human traits and emotions, may boost sales and happiness. This

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provides valuable insight into the processes that drive consumer behaviour in the context of
service interactions with technology, and is therefore an essential addition to the fields of
marketing and service management.
The research also lends credence to the idea that consumers prefer technologies that are created
to feel more human. It also contributes to the body of literature on technology's part in boosting
consumer happiness and corporate success by shedding light on the precise ways in which
anthropomorphism may be employed to accomplish these goals.
This research has several managerial implications for hotel managers and other service
providers interested in enhancing customer happiness and expanding their businesses. The
study's most important finding is that using anthropomorphism in technological
implementations, such chatbots with human-like language and behaviour, may boost customer
happiness and, in turn, revenue for hotels. Because of this, the hotel's relationships with its
guests may improve, its patrons may become more loyal, and the hotel may gain income.
To better serve its guests, hotel management may create chatbots that converse with them in a
more human way than a formal, robotic one. The customer's level of comfort and satisfaction
with the technology's performance may both grow with this step. Customers' pleasure and
loyalty may be improved even further if the chatbot is given a name and character traits.
The research also implies that adopting anthropomorphic technology may boost customer
happiness and loyalty by increasing the perceived quality of service and decreasing the
perceived danger of using technology. This implies that in order to get beyond some of the
more prevalent resistance from guests to utilising technology in their interactions with the
hotel, management might resort to anthropomorphism.
Finally, the paper explains how anthropomorphism in technology might boost hotel profits by
making guests feel more at ease. This understanding may be used by hotel management to
boost profits by humanising hotel technology and enhancing guest experiences.

7. LIMITATION
This conceptual study has limits, but so do many research papers. To begin, the study only
includes the hotel business, thus its results may not apply elsewhere. Second, the research is
dependent on self-reported measures, which may not be representative of actual views and
actions among the participants. The third limitation is that the research only looked at a small
subset of technological luxuries, so the findings may not apply to other forms of technology.
Fourthly, the research may have missed certain relevant aspects that affect consumer happiness
and growth because of its emphasis on anthropomorphism. Fifthly, there's a chance that the
results can't be extrapolated to the full population because of how small the sample was. Sixth,
the data gathering period may have rendered the research non-generalizable to the future.
Seventh, researchers' own bias might skew the results if they go into the study with their own
set of assumptions about what they'll uncover. Finally, the absence of a control group might
hinder the study's capacity to draw causal conclusions.
Based on the findings of this concept paper, future research could explore the following areas:
a. Future research can validate the model by empirical data.
b. Investigating the impact of anthropomorphism on customer satisfaction and business
growth in other industries, such as retail or healthcare, to determine if the effects found
in the hotel industry are generalizable to other contexts.
c. Examining the impact of different degrees of anthropomorphism on customer
satisfaction and business growth in the hotel industry, to determine at what point the
effects of anthropomorphism become diminishing or even negative.
d. Examining the impact of anthropomorphism on customer privacy concerns in more
depth, by exploring how different types of anthropomorphic robots (e.g., humanoid

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robots, animal robots) affect privacy concerns and how these concerns can be addressed
by hotel operators.

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 Figure 1 (Conceptual Model)

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 Table 1 (Linking Hypothesis & Theory)

No Hypothesis Cooncept applied

1 H1 TAM, UG&T
2 H2 TAM, UG&T
Uncanny valley theory, VAM, Appraisal
3 H3 theory, UTAUT, UTAUT2, Gender
stereotyping, agentic role
SVAM, Privacy calculus theory, Uncanny
4 H4
valley theory
5 H5 Personalization-privacy paradox
6 H6 Uncanny valley theory
7 H7 TAM, UTAUT, UTAUT2
8 H8 SVAM, Automated social presence,
SVAM, Automated social presence, self-
9 H9
construality theory
10 H10 VAM, Appraisal theory, UTAUT, UTAUT2
VAM, UTAUT, UTAUT2, Appraisal
Theory, UTAUT, UTAUT2, service robot
11 H11
acceptance model (sRAM), self service
technology theory (SST)
12 H12 VAM (Value based model)
13 H13 VAM (Value based model)
14 H14 VAM (Value based model)
15 H15 VAM (Value based model)
Service dominant logic, social response
16 H16
theory, task orientation

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