DIVERSE TECHNOLOGY AND CONSUMER BEHAVIOR IN SERVICE MARKETING

xianmei wu

doi:10.7273/000007887

This dissertation explores the multifaceted impact of advanced technologies on consumer behavior within the service marketing domain. The research is divided into two studies, each addressing a critical aspect of technology integration in the hospitality industry. The first study examines consumer responses to smart hotel systems, focusing on the relationships among autonomy, familiarity, perceived smartness, privacy concerns, and customer satisfaction. Utilizing a scenario-based experimental design, the study reveals that consumers' perceptions of hotel smartness are significantly influenced by the level of autonomy and technology familiarity. The findings indicate that while higher autonomy generally enhances perceived smartness and satisfaction, privacy concerns can negatively impact these outcomes, suggesting that being "too smart" may not always be advantageous. The second study investigates the influence of service robot personality and anthropomorphism on customer satisfaction, considering both successful and failed service encounters. The results demonstrate that extroverted robots are preferred in low anthropomorphism scenarios, while introverted robots are favored when anthropomorphism is high. Moreover, service failures significantly reduce satisfaction, particularly with extroverted robots. This study highlights the importance of aligning robot personality and anthropomorphism with consumer expectations to optimize service interactions. Together, these studies provide a comprehensive understanding of how diverse technologies, specifically smart systems and service robots, influence consumer behavior and satisfaction in service marketing. The findings offer valuable insights for practitioners aiming to strategically implement technology to enhance customer experience and satisfaction in the hospitality industry.

DIVERSE TECHNOLOGY AND CONSUMER BEHAVIOR IN SERVICE MARKETING

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