The study "Speaking versus Touching: How Consumers Respond to Robot Communication Modality in Hospitality Services" explores how hotel guests react to two primary communication modes of service robots—voice and touchscreen.
The findings are particularly relevant for hospitality managers seeking to enhance guest experiences while integrating technology seamlessly. The study reveals that guests are generally less likely to accept and disclose personal information when interacting with voice-based robots compared to touchscreen interfaces. This hesitance is largely driven by concerns about social judgement, especially in public settings where other guests are present.
Individuals with higher public self-consciousness are more sensitive to how they are perceived by others and thus prefer touchscreen interactions to avoid potential embarrassment. Additionally, the research highlights that the type of service impacts guests' comfort levels with different robot modalities. In situations involving potentially sensitive or embarrassing interactions -such as medical inquiries or financial transactions- guests overwhelmingly prefer touchscreen interfaces, which provide a greater sense of privacy.
Industry Insights
1. Strategic Deployment of Robots – Hotels should consider where and how robots interact with guests. For private settings, such as in-room services, voice-based robots may enhance convenience, while touchscreen options should be prioritized in public areas where privacy concerns are higher.
2. Tailoring Experiences Based on Guest Characteristics – Guests with higher public self-consciousness may respond better to touch-based interactions. Training staff to identify and accommodate such preferences can improve satisfaction.
3. Privacy Considerations in Design – Managers should invest in semi-private spaces for voice interactions, such as designated kiosks or rooms, to alleviate guests' fears of social judgment.
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