From Service to Experience Robots : exploring customer acceptance of automated delivery robots in the hospitality industry through experience design
Jimenez Nogales, Macarena (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504156662
https://urn.fi/URN:NBN:fi:amk-202504156662
Tiivistelmä
The end of the COVID-19 pandemic marks continued growth in on-demand food delivery, solidifying its role as an essential service connecting businesses, customers and couriers through food delivery platforms, exemplifying the dynamics of the platform economy. This research-based thesis aims to assess how food delivery customers perceive the paradigm disruption introduced by automated delivery robots. The objectives include evaluating the current acceptance of automated delivery robots in Finland and exploring how elements of experience design influence such acceptance. In this context, delivery robots developed by Starship Technologies serve as the primary case study due to their significant deployment across the country.
To address these objectives, the study employs a merged theoretical framework that integrates models and theories from both technology and service robot acceptance as well as experience design. The framework leverages the principles of experience design to enhance the hedonic aspects of user interactions with automated delivery robots, thereby influencing acceptance.
The methodology incorporates a quantitative research approach complemented by participatory design. Data collection is facilitated through a self-completion questionnaire supported by video elicitation, which illustrates the current customer journey involving automated delivery robots in Finland. Respondents (n=401) address various sets of questions that analyse their current perceptions of automated delivery robots, evaluate experience design elements that could impact the interaction and assess a hypothetically modified experience.
The findings indicate an overall positive reception of automated delivery robots in Finland, driven by a combination of utilitarian and hedonic motivations. Additionally, significant variations in their acceptance appear across various demographic segments, with the most pronounced differences occurring between respondents with prior experience using automated delivery robots and those without such experience.
Respondents demonstrate a modestly positive acceptance of experience design elements, with stronger support among younger demographics and females. Features that enhance communication gather the greatest support, while elements involving co-creation of the delivery experience receive comparatively lower approval. Moreover, "cuteness" emerges as an inherent and favoured characteristic of the robots. However, the findings suggest that experience design elements do not significantly impact acceptance, as measured by use and recommendation likelihood, and perceived advantages compared to traditional delivery methods.
To address these objectives, the study employs a merged theoretical framework that integrates models and theories from both technology and service robot acceptance as well as experience design. The framework leverages the principles of experience design to enhance the hedonic aspects of user interactions with automated delivery robots, thereby influencing acceptance.
The methodology incorporates a quantitative research approach complemented by participatory design. Data collection is facilitated through a self-completion questionnaire supported by video elicitation, which illustrates the current customer journey involving automated delivery robots in Finland. Respondents (n=401) address various sets of questions that analyse their current perceptions of automated delivery robots, evaluate experience design elements that could impact the interaction and assess a hypothetically modified experience.
The findings indicate an overall positive reception of automated delivery robots in Finland, driven by a combination of utilitarian and hedonic motivations. Additionally, significant variations in their acceptance appear across various demographic segments, with the most pronounced differences occurring between respondents with prior experience using automated delivery robots and those without such experience.
Respondents demonstrate a modestly positive acceptance of experience design elements, with stronger support among younger demographics and females. Features that enhance communication gather the greatest support, while elements involving co-creation of the delivery experience receive comparatively lower approval. Moreover, "cuteness" emerges as an inherent and favoured characteristic of the robots. However, the findings suggest that experience design elements do not significantly impact acceptance, as measured by use and recommendation likelihood, and perceived advantages compared to traditional delivery methods.