A Perceived Value and Its Influence on Satisfaction and Acceptance in Hotel Robot Services: Unveiling the Role of Trust

Abstract

This study investigates the impact of the perceived value of hotel robot services on customer satisfaction and acceptance attitudes, focusing on the mediating role of customer satisfaction and the moderating role of trust in robot services. A total of 452 valid responses were analyzed using SPSS 23.0 and AMOS 23.0 for confirmatory factor analysis and structural equation modelling. The results indicate that all dimensions of perceived value significantly positively affect customer satisfaction, with functional value also positively influencing acceptance attitudes. However, creative and entertainment values showed no significant impact on acceptance attitudes. Customer satisfaction mediates the relationship between perceived value and acceptance attitudes, while trust in robot services strengthens customer satisfaction but shows minimal moderating effects between perceived value and acceptance attitudes. These findings suggest that enhancing trust and familiarity with robot services through pre-arrival promotions and safe, human-like service delivery can improve customer acceptance.