The difference between service robots and human staff in the extended TPB model in airports

Jinsoo Hwang, Kyu-Hyeon Joo, Heather (Markham) Kim and Jenni Soo-Hee Lee

Current Issues in Tourism, 2024, vol. 27, issue 12, 1916-1929

Abstract: This study examined how to form behavioural intentions in regards to using the extended Theory of Planned Behaviour (TPB) model. This study more specifically proposed the effect of the overall service quality on attitude. In addition, it was hypothesized that attitude, subjective norm and perceived behavioural control have a positive influence on intention to use. Lastly, this study investigated the moderating role of the employee type, which included robots and humans, in the proposed model. The study collected data from 320 travellers who received services from only service robots and from 316 travellers who received services only from human staff at Incheon Airport in South Korea. The data analysis indicated that the overall service quality has a positive influence on attitude. In addition, it was discovered that intentions to use is positively affected by attitude, subjective norm and the perceived behavioural control. Finally, the type of employee moderated the relationship between the overall service quality and attitude.

Date: 2024
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DOI: 10.1080/13683500.2023.2215975

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