호텔 고객의 인지된 가치가 로봇 서비스의 이용태도 및 재이용도에 미치는 영향

The hotel industry is not limited to the competition of simple hardware facilities and price wars, but can have a differentiation and competitive advantage in saturated markets only whencontinuous service innovation is pursued. In the environment of Industry 4.0, hotels have begun introducing robot services to promote service innovation. The purpose of this study is to explore the effect of hotel customers' perceived value on their attitude toward using robot service and their intention to reuse robot service. Based on previous research, a research model was established by setting customer perceived value(functional value, experiential value, social value) as an independent variable, usage attitude as a parameter, and reuse intention as a dependent variable. In this study, the demographic characteristics of the sample were identified using SPSS, and factor analysis, correlation analysis, and regression analysis were performed. A questionnaire was sent to customers who used the ‘RUN’ robot in hotels in eastern China, and the analysis results of 285 collected data showed that customer perceived value had a positive effect on their attitude toward using and reuse intention. In addition, the functional value, experiential value, and social value of the customer perceived value havd a positive effect on the attitude toward using, and the functional value and social value had a positive effect on the reuse intention, but the experiential value had no effect on the reuse intention. The results also provide implications for the hotel and robot services industries.