Тенденції автоматизації послуг в індустрії гостинності

Автор(и)

DOI:

https://doi.org/10.26642/ema-2022-4(102)-41-49

Ключові слова:

готелі; автоматизація; сервіс; клієнт; чат-бот; розвиток; штучний інтелект; гостинність

Анотація

Іноваційні технології в світі можуть покращити взаємодію з клієнтами, від відгуків яких залежить оцінка наданих послуг. Технології чат-ботів на основі штучного інтелекту можуть використовуватися для надання персоналізованих послуг, як-от створеня програми харчування та підтримки фізичних можливостей. Саме такий напрям автоматизації послуг індустрії набуває широкого розповсюдження в світі. У статті проведено аналіз зарубіжного досвіду розвитку процесів автоматизації послуг гостинності, визначено основні переваги та недоліки. На основі анкетування проведено оцінку якості сприйняття автоматизації процесів обслуговування молоддю. Визначено, що чат-боти краще виконують прості завдання, працюючи за відповідним алгоритмом, окрім того необхідно враховувати індивідуальні побажання людини, особливо якщо є потреба знайти нестандартне рішення. Визначено основні проблеми, з якими стикаються компанії індустрії гостинності під час впровадження автоматизації гостиності, проаналізовано можливості їх вирішення, а також доведено необхідність їх впровадження в сучасному світі та перспективи розвитку цього напряму.

Посилання

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Fan, H., Gao, W. and Han, B. (2022), «How does (im)balanced acceptance of robots between customers and frontline employees affect hotels’ service quality?», Computers in Human Behavior, pp. 133, doi: 10.1016/j.chb.2022.107287.

Gaudiello, I., Zibetti, E., Lefort, S. et al. (2016), «Trust as indicator of robot functional and social acceptance. An experimental study on user conformation to iCub answers», Computers in Human Behavior, No. 61, pp. 633–655, doi: 10.1016/j.chb.2016.03.057.

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Choi, Y., Choi, M., Oh, M. and Kim, S. (2020), «Service robots in hotels: understanding the service quality perceptions of human-robot interaction», Journal of Hospitality Marketing and Management, No. 29 (6), pp. 613–635, doi: 10.1080/19368623.2020.1703871.

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Tussyadiah, I.P., Florian, J.Z. and Jianxi, W. (2020), «Do travelers trust intelligent service robots?», Annals of Tourism Research, No. 81:102886, doi: 10.1016/j.annals.2020.102886.

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Huang, Y.S. and Dootson, P. (2022), «Chatbots and service failure: When does it lead to customer aggression», Journal of Retailing and Consumer Services, No. 68, pp. 103–144, doi: 10.1016/j.jretconser.2022.103044.

Ashfaq, M., Yun, J., Yu, S. and Loureiro, S. (2020), «Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents», Telematics and Informatics, No. 54, pp. 101–473, doi: 10.1016/j.tele.2020.101473.

Sheehan, B., Jin, H.S. and Gottlieb, U. (2020), «Customer service chatbots: Anthropomorphism and adoption», Journal of Business Research, No. 115, рр. 14–24, doi: 10.1016/j.jbusres.2020.04.030.

Song, M., Xing, X., Duan, Y. et al. (2022), «Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention», Journal Retailing and Consumer Servicer, No. 66, doi: 10.1016/j.jretconser.2021.102900.

Mazurek, G. and Malagocka, K. (2019), «What if you ask and they say yes? Consumers’ willingness to disclose personal data is stronger than you think», Business Horizons, No. 62 (6), рp. 751–759, doi: 10.1016/j.bushor.2019.07.008.

Li, J. and Huang, J.S. (2020), «Dimensions of artificial intelligence anxiety based on the integrated fear acquisition theory», Technology in Society, No. 63 (9), doi: 10.1016/j.techsoc.2020.101410.

Mazurek, G. and Małagocka, K. (2019), «Perception of privacy and data protection in the context of the development of artificial intelligence», Journal of Management Analytics, No. 64, рр. 344–364, doi: 10.1080/23270012.2019.1671243.

Tarasiuk, H., Chahaida, A. and Sokolovska, I. (2021), «The influence of the latest technologies on the efficiency of hospitality institutions», Digital economy trends: global challenges, strategy and technologies, monograph, Editura universitara «Danubius», Romania, Galati, pp.188–200.

Qin, M., Zhu, W., Zhao, S. and Zhao, Y. (2022), «Is Artificial Intelligence Better than Manpower? The Effects of Different Types of Online Customer Services on Customer Purchase Intentions», Sustainability, No. 14, pp. 39–74, doi: 10.3390/su14073974.

Wien, A.H. and Peluso, А.М. (2021), «Influence of human versus AI recommenders: The roles of product type and cognitive processes», Journal of Business Research, No. 137, pp. 13–27, doi: 10.1016/j.jbusres.2021.08.016.

Prentice, C., Weaven, S. and Wong, I. (2020), «Linking AI quality performance and customer engagement: The moderating effect of AI preference», International Journal of Hospitality Management, No. 90, pp.102–629, doi: 10.1016/j.ijhm.2020.102629.

De Kervenoael, R., Hasan, R., Schwob, A. and Goh, E. (2019), «Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots», Tourism Management, No. 78, pp. 1–15, doi: 10.1016/j.tourman.2019.104042.

Scherer, A., Wünderlich, N.V. and Von Wangenheim, F. (2015), «The value of self-service», MIS quarterly, No. 39 (1), pp.177–200, doi: 10.25300/MISQ/2015/39.1.08.

Список використаної літератури:

Kaplan A. Digital transformation and disruption: On big data, blockchain, artificial intelligence, and other things / A.Kaplan, M.Haenlein // Business Horizons. – 2019. – № 62 (6). – P. 679–681. DOI: 10.1016/j.bushor.2019.07.001.

Prelec D. Self-signaling and self-control / D.Prelec, R.Bodner ; in eds. G.Loewenstein, D.Read, R.Baumeister // Time and decision: Economic and psychological perspectives on intertemporal choice. – 2003. – P. 277–298.

Bodner R. Self-signaling and diagnostic utility in everyday decision making / R.Bodner, D.Prelec // The psychology of economic decisions. – 2003. – № 1 (105). – P. 26.

Everett J. Why are we reluctant to trust robots? / J.Everett, D.Pizarro, M.Crockett [Electronic resource]. – Access mode : https://www.theguardian.com/science/head-quarters/2017/apr/24/why-are-we-reluctant-to-trust-robots.

Everett J. Inference of Trustworthiness from Intuitive Moral Judgments / J.Everett, D.Pizarro, M.Crockett // Journal of Experimental Psychology: General, Forthcoming. – 2016. – February 23. DOI: 10.2139/ssrn.2726330.

Castelo N. Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products / N.Castelo, B.Schmitt, M.Sarvary // Journal of the Association for Consumer Research. – University of Chicago Press, 2019. – Vol. 4 (3). – P. 217–230. DOI: 10.1086/703462.

Robots and Robotic Devices–Vocabulary. – ISO 8373 / International Organization for Standardization (ISO). – 2012, March [Electronic resource]. – Access mode : https://www.iso.org/standard/55890.html.

Huang M. Technology-Driven Service Strategy / M.Huang, R.Rust // Journal of the Academy of Marketing Science. – 2017. – № 45 (6). – P. 906–924. DOI: 10.1007/s11747-017-0545-6.

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Bowen J. Beware hospitality industry: the robots are coming / J.Bowen, C.Morosan // Worldwide Hospitaliti Tourism Themes. – 2018. – № 10 (6). – P. 726–733. DOI: 10.1108/WHATT-07-2018-0045.

Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses / M.Mende, M.Scott and other // Journal of Marketing Research. – 2019. – № 56 (4) – P. 535–556. DOI: 10.1177/0022243718822827.

Fan H. How does (im)balanced acceptance of robots between customers and frontline employees affect hotels’ service quality? / H.Fan, W.Gao, B.Han // Computers in Human Behavior. – 2022. – 133 p. DOI: 10.1016/j.chb.2022.107287.

Trust as indicator of robot functional and social acceptance. An experimental study on user conformation to iCub answers / I.Gaudiello, E.Zibetti, S.Lefort and other // Computers in Human Behavior. – 2016. – № 61. –P. 633–655. DOI: 10.1016/j.chb.2016.03.057.

Trust in humanoid robots: Implications for services marketing / M. van Pinxteren, R.Wetzels, J.Rüger and other // Journal Services Marketing. – 2019. – № 33. – P. 507–518. DOI: 10.1108/JSM-01-2018-0045.

Service robots in hotels: understanding the service quality perceptions of human-robot interaction / Y.Choi, M.Choi, M.Oh, S.Kim // Journal of Hospitality Marketing and Management. – 2020. – № 29 (6). – P. 613–635. DOI: 10.1080/19368623.2020.1703871.

Morgan B. Things robots can’t do better than humans / B.Morgan. – 2017 [Electronic resource]. – Access mode : http://surl.li/ecnfg.

Tussyadiah I.P. Do travelers trust intelligent service robots? / I.P. Tussyadiah, J.Z. Florian // Annals of Tourism Research. – 2020. – P. 81:102886. DOI: 10.1016/j.annals.2020.102886.

Adam M. AI-based chatbots in customer service and their effects on user compliance / M.Adam, M.Wessel, A.Benlian // Electronic Markets. – 2021. – № 31. – P. 427–445. DOI: 10.1007/s12525-020-00414-7.

Huang Y. Chatbots and service failure: When does it lead to customer aggression / Y.Huang, P.Dootson // Journal of Retailing and Consumer Services. – 2022. – № 68. – P. 103–144. DOI: 10.1016/j.jretconser.2022.103044.

Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents / M.Ashfaq, J.Yun, S.Yu, S.Loureiro // Telematics and Informatics. – 2020. – № 54. – P. 101–473. DOI: 10.1016/j.tele.2020.101473.

Sheehan B. Customer service chatbots: Anthropomorphism and adoption / B.Sheehan, S.Jin, U.Gottlieb // Journal of Business Research. – 2020. – № 115. – P. 14–24. DOI: 10.1016/j.jbusres.2020.04.030.

Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention / M.Song, X.Xing, Y.Duan and other // Journal Retailing and Consumer Servicer. – 2022. – № 66. – P. 102–109. DOI: 10.1016/j.jretconser.2021.102900.

Mazurek G. What if you ask and they say yes? Consumers’ willingness to disclose personal data is stronger than you think / G.Mazurek, K.Malagocka // Business Horizons. – 2019. – № 62 (6). – P. 751–759. DOI: 10.1016/j.bushor.2019.07.008.

Li J. Dimensions of artificial intelligence anxiety based on the integrated fear acquisition theory / J.Li, J.Huang // Technology in Society. – 2020. – № 63 (9). – P. 101–410. DOI: 10.1016/j.techsoc.2020.101410.

Mazurek G. Perception of privacy and data protection in the context of the development of artificial intelligence / G.Mazurek, K.Małagocka // Journal of Management Analytics. – 2020. – № 64. – Р. 344–364. DOI: 10.1080/23270012.2019.1671243.

Tarasiuk H. The influence of the latest technologies on the efficiency of hospitality institutions / H.Tarasiuk, A.Chahaida, I.Sokolovska // Digital economy trends: global challenges, strategy and technologies : monograph. –Galati, Romania : Editura universitara «Danubius», 2021. – P. 188–200.

Is Artificial Intelligence Better than Manpower? The Effects of Different Types of Online Customer Services on Customer Purchase Intentions / M.Qin, W.Zhu, S.Zhao, Y.Zhao // Sustainability. – 2022. – № 14. – P. 39–74. DOI: 10.3390/su14073974.

Wien A.H. Influence of human versus AI recommenders: The roles of product type and cognitive processes / A.H. Wien, А.М. Peluso // Journal of Business Research. – 2021. – № 137 – P. 13–27. DOI: 10.1016/j.jbusres.2021.08.016.

Prentice C. Linking AI quality performance and customer engagement: The moderating effect of AI preference / C.Prentice, S.Weaven, I.Wong // International Journal of Hospitality Management. – 2021. – № 90. – P. 102–629. DOI: 10.1016/j.ijhm.2020.102629.

Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots / R.Kervenoael, R.Hasan, A.Schwob, E.Goh // Tourism Management. – 2020. – № 78. – P. 1–15. DOI: 10.1016/j.tourman.2019.104042.

Scherer A. The value of self-service / A.Scherer, N.Wünderlich, F. Von Wangenheim // MIS quarterly. – 2015. – № 39 (1). – P. 177–200. DOI: 10.25300/MISQ/2015/39.1.08.

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Опубліковано

2022-12-30

Як цитувати

Олійник, О. В., Тарасюк, Г. М., & Чагайда, А. О. (2022). Тенденції автоматизації послуг в індустрії гостинності. Економіка, управління та адміністрування, (4(102), 41–49. https://doi.org/10.26642/ema-2022-4(102)-41-49

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