Accessibility navigation

The impact of service robots on customer satisfaction online ratings: the moderating effects of rapport and contextual review factors

Borghi, M. ORCID:, Mariani, M. M. ORCID:, Vega, R. P. and Wirtz, J. (2023) The impact of service robots on customer satisfaction online ratings: the moderating effects of rapport and contextual review factors. Psychology & Marketing, 40 (11). pp. 2355-2369. ISSN 1520-6793

Text (Open Access) - Published Version
· Available under License Creative Commons Attribution.
· Please see our End User Agreement before downloading.

[img] Text - Accepted Version
· Restricted to Repository staff only


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1002/mar.21903


Recent research has established a positive relationship between the use of service robots powered by artificial intelligence in hospitality firms and customer satisfaction online ratings, a particularly important form of electronic word of mouth (eWOM). However, it is not clear if and how this relationship is augmented or diminished by moderating factors. In this study, we examined four potential moderators by using machine learning and natural language processing techniques to analyze 20,166 online reviews of hotels that had implemented service robots. We had four key findings. First, a positive service robot-satisfaction rating relationship was further enhanced by improved customer-service robot rapport during the service encounter. Second, higher customer effort focused on service robots in a review reduced the service robot-satisfaction rating relationship. Third, posting reviews using a mobile device (vs other devices) showed higher satisfaction ratings. Finally, customers’ prior experience in writing online reviews was unrelated to the service robot-satisfaction rating relationship. Taken together, these results suggest that service robots should be designed to be interactive and encourage customers to build rapport, for example, by service robots engaging in conversational flows. Moreover, customers should be nudged to use their mobile devices to post timely reviews on their positive human-robot interactions.

Item Type:Article
Divisions:Henley Business School > Leadership, Organisations and Behaviour
Henley Business School > Marketing and Reputation
ID Code:113213
Uncontrolled Keywords:Service robot, online reviews, customer satisfaction, eWOM, rapport, mobile


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation