호텔 산업에서 AI 로봇과 인간직원의 협업이 기대 서비스 품질에 미치는 영향
The impact of AI robots and human staff integration on expected service quality in the hotel industry
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4차 산업혁명 시대를 대표하는 인공지능(Artificial Intelligence: AI)과 로봇 기술의 급속한 발전으로 인해 호텔 산업에서도 AI 로봇의 도입이 확산하고 있다. 호텔 산업이 직면한 노동력부족, 높은 이직률의 문제, 그리고 서비스 인력에 대한 고객의 높은 기대치와 같은 고질적인 과제들을 해결할 수 있는 하나의 대안은 AI 로봇의 도입이다. 본 연구는 이러한 역동적인 환경에서 호텔 등급(고급 vs. 중급)과 직원 구성(단독 AI 로봇 vs.인간 직원과 AI 로봇의 공존)의 조건에 따라 고객이 기대하는 서비스 품질을 다르게 평가하는지를 탐색하고자 하였다. 본 연구의 목적을 달성하기 위해 시나리오 기반 실험 설문 조사를 하였으며 Connect by CloudResearch를 통해 미국인들을 연구 대상으로 데이터를 수집하였다. 수집된 데이터는 one-way ANOVA 분석을 통해 4개의 다른 조건의 그룹이 기대하는 서비스 품질에 미치는 영향이 다른지 비교·분석하였다. 연구 결과, 인간 직원과 AI 기술을 통합한 조건에서, 특히 고급 호텔 환경에서 기대하는 서비스 품질이 크게 향상됨을 확인하였다. 이러한 연구의 결과는 고급 호텔에서 서비스 품질을 개선하기 위해서는 인간 직원과 AI를 함께 채택하는 것이 더 효과적이라는 것을 시사한다. 본 연구는 Human-Robot Interaction (HRI) 이론을 실증적 연구의 기반으로 하여, 호텔 맥락에서 AI 로봇과 인간 직원 그리고 고객이 상호작용 하는 서비스 환경에서 효과적인 상호작용 환경을 설계하기 위한 이론적 기반을 제공했다는 점에서 이론적 기여를 하였다. 또한, 디지털화가 가속화되는 호텔 시장에서 경쟁력을 유지하기 위해서는 호텔 등급에 따라 각 서비스 접점에서 AI 로봇을 인간 직원과 전략적으로 통합하는 것이 중요하다는 실무적 시사점을 제시한다.
Abstract
The rapid advancements in Artificial Intelligence (AI) and robotics technology, which define the Fourth Industrial Revolution, have led to the widespread adoption of AI robots in the hotel industry. As the industry faces conventional challenges such as labor shortages, high turnover rates, and high customer expectations for service personnel, the integration of AI robots presents a viable solution. This study aims to explore how customers' expectations of service quality differ depending on hotel type (luxury vs. midscale) and staffing configurations (solely AI robots vs. AI robots coexisting with human staff) in this dynamic environment. To achieve the objectives of this study, a scenario-based experimental survey was conducted, and data were collected from U.S. participants via Connect by CloudResearch. The collected data were analyzed using one-way ANOVA to compare how the four different conditions affect expected service quality. The results confirmed that integrating human staff with AI technology significantly enhances expected service quality, particularly in luxury hotel settings. These findings suggest that adopting a collaboration of human staff and AI technology is more effective in improving service quality, especially in luxury hotels. This study contributes to the theoretical foundation by applying Human-Robot Interaction (HRI) theory in the hotel context, offering insights into designing effective interaction environments where AI robots, human staff, and customers coexist during service encounters. Furthermore, it offers practical implications, highlighting the importance of strategically integrating AI robots with human staff at various service encounters based on hotel type to maintain competitiveness in an increasingly digitalized hotel market.
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