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호텔 서비스 로봇의 사용성이 고객 만족과 재사용 의도에 미치는 영향

유통경영학회지

2023. 10

이예솔, & 이충훈

Purpose: By verifying the impact of robot usability on customer satisfaction and the impact of customer satisfaction on reuse intention from customers who have experienced hotel service robots, this study aims to find out how the usability of hotel service robots affects customer responses (customer satisfaction and reuse intention), and to serve as a basis for setting strategies for hotels considering the introduction of hotel service robots.


Research design, data, and methodology: Through a review of previous studies, this study selected ease of use, efficiency of use, and pleasure factors as usability factors of hotel service robots, and analyzed the effects on customer satisfaction and the effects of customer satisfaction on reuse intention. An online survey was conducted among customers who experienced services at hotels that introduced and implemented hotel service robots, and a total of 280 questionnaire were used for analysis. Demographic characteristics, descriptive statistics, exploratory factors, reliability, correlation analysis, and simple and multiple regression analysis were conducted.


Results: First, ease of use, efficiency of use, and pleasure had a positive impact on customer satisfaction. While efficiency of use was found to have a slightly higher impact than ease of use and pleasure, the difference was insignificant. the three factors of usability had a similar positive impact on customer satisfaction. Second, customer satisfaction had a positive impact on reuse intention. In order to increase the reuse intention of hotel service robots among returning customers, it is necessary to ensure that customers have a good experience with the usability of hotel service robots while using them, as the results of this study suggest.


Implications: There is a limitation that the study did not suggest ways to improve the usability of hotel service robots to customers. Future research needs to investigate the convenience of hotel service robots, customer response to the services provided, and expand the experience of hotel staff

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