The main aim of this paper is to critically analyze the article “Applications and Implications of Service Robots in Hospitality” written by Aarni Tuomi, Iis P. Tussyadiah, and Jason Stienmetz. The key arguments that have been presented by the author in this article will be highlighted and will be thoroughly discussed. The paper will critically analyze the selected article in relevance to the arguments that has been provided. Now, it is a known fact that service robots support human beings, characteristically by accomplishing a job that is dirty, dull, distant, dangerous, or repetitive. They typically are autonomous and/or operated by a built-in control system, with manual override options (Lu et al., 2020). In light to that, this paper has thoroughly pondered upon the application and implication of service robots in hospitality. It also needs to be stated that the article has been able to explore the various impacts of robotization in the hospitality sector.
On further introspection of the article, it could be realized that the study has been able to present several significant arguments, which again could be discussed in order to get a better understanding of the concept related to robotization of the hospitality sector. The arguments that need special attention includes the claim that service robots either support or substitute employees in service encounters. Robots being considered as a complete substitute for workforce will have a serious effect on the socioeconomic implications both at the microlevel and macrolevel. Therefore, it could be realized that both the arguments are interconnected and therefore both the arguments will be thoroughly discussed in the later part of the paper. The three arguments that has been highlighted needs proper introspection, and with proper discussion it will help the readers to understand the current scenario in relevance to implementation of service robots in hospitality.
According to Aarni Tuomi, Iis P. Tussyadiah, and Jason Stienmetz (2021), the first argument that could be. To begin with it needs to be stated that primarily there are two types of robots related to services. It gets important to mention that these two kinds of robots are entirely different in relevance to their form and in relevance their function. As a matter of fact, Industrial robots are generally implemented within the manufacturing industry. Whereas on the other hand, it could be realized that the professional service robots automate menial, dangerous, time-consuming, or repetitive tasks. Based on this observation it could be realized that they tend to release human workers to achieve functions that are significantly more intellectual in their nature. Xiao & Kumar (2021) claims that even with the implementation of the robots is considered as one of the most significant trends in service marketing. It needs to be mentioned that the customer acceptance is still the most important barrier to their application in the service scenarios. There are various factors connected to it and therefore complete substitution is still under a big question.
Now it gets significantly important to talk about the Technology Acceptance Model. The model tends to demonstrate the fact that it is significantly designed to measure the adoption of new technology which are significantly based on the attitude exhibited by the customer (Grani? & Maranguni?, 2019). The emergence of the concept was the time when computer was introduced in to workplace and Davis was significantly trying to understand and explain the way in which this technology will be welcomed by vendors and the IT managers. Similar implication was realized at the time when service robots were introduced the service sector. The way in which this technology was perceived was completely different as the services that the robots were enabling was complete unique in their nature. It could also be identified that the customer attitude determines customer acceptance of service robots in service encounters.
Customer satisfaction plays a very important role in the acceptance of the new services. It could also be identified that there are settings under which the customer acceptance plays a significant role (Stock & Merkle, 2017). To be specific, it needs to be stated that services researches are primarily categorized into two specific paradigms. The two specific paradigms that could be identified are service marketing and service management. Gummesson (2017) has significantly claimed that the concept of services encounters has primarily focused on the social interactions that takes place between the two individuals. To be more specific, the customer satisfaction not only depends on the product (Lu et al., 2020). Rather it could be identified that, the interactions that takes place between the person providing the service and the person who is availing the service, creates a major impact to the concept of customer satisfaction. There are several surveys which have explained the way in which automation has been redesigning the workplace and the ways in which they are reshaping is in unexpected ways. The fact that cannot be denied is that the robots do have the ability to improve competence and the quality of the work. Adding to that, it could also be realized that based on the ability that the robots exhibit, they have the ability to reduce costs. However, this gets important to mention that even if they have multiple advantages, on the other hand there are multiple disadvantages.
Acemoglu & Restrepo (2018) states that inclusion of automation significant reduces employment chances which in turn affects the economy in a drastic manner. Inclusion of robots can significantly reduce of the managers as they will be able to take major decisions in relevance to business. Quite to the contrary, Kaura, Prasad & Sharma (2015) has argued that technology has played a crucial role in the physical service encounters. It has been identified that they have been supporting the service employees as they will be able to provide them with data that are more efficient. It also amplifies the analysis capabilities. Based on this observation, it could be realized that this helps the employees to significantly understand the exact requirement of the customers. In the long run, this tends to improve the environment of the job and also helps in amplifying customer satisfaction (Xiao & Kumar, 2021). Due to this, the performance of the employees has also exceled and inclusion of automation has also resulted into alleviating excessive workload from the employees. They do not have to do repetitive task and therefore, it helps them to stay connected with the work in the best possible way.
Den Hartog (2015) states that ethical leadership could be easily identified as the form of leadership which has been able to demonstrate and also at the same time promote ‘normatively appropriate conduct through personal actions and interpersonal relations’. In simple words, it could be realized that the individuals who have the understanding of the rights and the wrongs and according take the decisions. This type of individuals needs to be put in the position where they can make significant decisions such as the managerial positions of the company (Grani? & Maranguni?, 2019). The decisions that will be taken by these individuals will primarily be based on the respects towards the ethical beliefs and also at the same time for the values. The decisions will also be based on the other factors such as trust, honesty, consideration, charisma, and fairness (Wang, Feng & Lawton, 2017). From a collective perspective it could be seen that leaders do have the ability to inspire the behavior of the individuals around them. So, it is for the ethical leaders to instill ethical values in their followers. In connection with the automation, it could be realized taking ethical Decisions will become a significant part of running a successful business.
Understanding the right combination between implementation of technology and harnessing the intelligence of human is the key to the success of any given organization (Madanchian, Hussein, Noordin & Taherdoost, 2016). Bachmann (2017) argues that one of the most important traits of an ethical leader is able to provide justice under any circumstances. This helps us to understand to be fair means to treat everyone equally enables the opportunity with no favoritism. Also, it needs to be mentioned that the fact that cannot be denied is that the robots do have the ability to improve competence and the quality of the work. Again, talking about ethical leadership it could be stated that this kind of leadership does not allow others to take any kind of actions that could harm other individuals. Therefore, it could be easily realized that ethical leaders will be able to understand the right balance between the implementation of modern technology and harnessing human intelligence in all the sectors.
Especially in the hospitality Sector it could be realized that it is very much important to provide optimum customer satisfaction. Any hotels which are not able to provide sufficient amount of customer satisfaction will not be able to survive in the market for a very long time. Therefore, it is the duty of the ethical leaders who are leading these chains to understand the right amount of workforce that needs to be implemented. Along with it the right amount of Robotic intervention that should be allowed in amplification of the workforce (Wisskirchen et al., 2017). Depending on this entire observation, it could be stated that they tend to release human workers to achieve functions that are significantly more intellectual in their nature under any given circumstances.
Conclusion
On a concluding note, it needs to be stated that the analysis of the paper has been able to specifically highlight three major arguments stated by the authors. The three arguments that has been significantly discussed enable the readers with the understanding of the current scenario in relevance to implementation of service robots in the hospitality sector. Based on the discussion that has been provided in this paper, it could be realized that ethical leadership should be considered as the most important style of leadership that will enable the right balance between human workforce and service robots. The primary reason behind this claim has been stated in the paper and to conclude it is primarily based on the traits that an ethical leader tends to exhibit. Lastly it needs to be stated that all the discussion that Has been presented in this paper have been properly backed with specific claims. This specific claim a taken from viable sources of information which in turn makes this particular people a significant source of information and also at the same time a reliable source of information for further studies.
References
Acemoglu, D., & Restrepo, P. (2018). The race between man and machine: Implications of technology for growth, factor shares, and employment. American Economic Review, 108(6), 1488-1542.
Bachmann, B. (2017). Ethical leadership in organizations. Springer.
Den Hartog, D. N. (2015). Ethical leadership. Annu. Rev. Organ. Psychol. Organ. Behav., 2(1), 409-434.
Grani?, A., & Maranguni?, N. (2019). Technology acceptance model in educational context: A systematic literature review. British Journal of Educational Technology, 50(5), 2572-2593.
Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of services marketing.
Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International journal of bank marketing.
Lu, V. N., Wirtz, J., Kunz, W. H., Paluch, S., Gruber, T., Martins, A., & Patterson, P. G. (2020). Service robots, customers and service employees: what can we learn from the academic literature and where are the gaps?. Journal of Service Theory and Practice.
Madanchian, M., Hussein, N., Noordin, F., & Taherdoost, H. (2016). The relationship between ethical leadership, leadership effectiveness and organizational performance: A review of literature in SMEs context. European Business & Management, 2(2), 17-21.
Stock, R. M., & Merkle, M. (2017, March). A service Robot Acceptance Model: User acceptance of humanoid robots during service encounters. In 2017 IEEE International Conference on Pervasive Computing and Communications Workshops (PerCom Workshops) (pp. 339-344). IEEE.
Tuomi, A., Tussyadiah, I. P., & Stienmetz, J. (2021). Applications and implications of service robots in hospitality. Cornell Hospitality Quarterly, 62(2), 232-247.
Wang, D., Feng, T., & Lawton, A. (2017). Linking ethical leadership with firm performance: A multi-dimensional perspective. Journal of business ethics, 145(1), 95-109.
Wisskirchen, G., Biacabe, B. T., Bormann, U., Muntz, A., Niehaus, G., Soler, G. J., & von Brauchitsch, B. (2017). Artificial intelligence and robotics and their impact on the workplace. IBA Global Employment Institute, 11(5), 49-67.
Xiao, L., & Kumar, V. (2021). Robotics for customer service: a useful complement or an ultimate substitute?. Journal of Service Research, 24(1), 9-29.
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