机器人外观拟人化对顾客服务失败应对的影响

In recent years, service robots have been widely used in the fields of catering, tourism, transportation and medical treatment, but the robot service failure is inevitable. How will customers cope with the failure of anthropomorphic robot service? This study takes hotel robot service failure as a research context to explore the effect of robot anthropomorphism on customer coping strategies to service failures, the mediating role of customer attribution and the moderating role of consumer\'s sense of power. The results of experiment 1show that a high degree of robot anthropomorphism reinforces the problem-focused coping strategies of customers in a robot service failure situation, and that controllable attribution and causal trajectories mediate the role of robot anthropomorphism and customer coping strategies to service failures The results of experiment 2 showed that high power enhances controllability attributions for service failure, and conversely low power weakens controllability attributions for service failure. The results of the study clarify the mechanism of the degree of robot anthropomorphism on customer coping strategies to service failures, and provide insight into the general patterns of customer attributions and customer coping strategies in the face of anthropomorphic robotic service failure situations, providing some management insights for companies.