Page 55 - THEi Student Applied Research Presentations 2024

EVALUATING THE IMPACT OF ROBOTIC DELIVERY
SERVICES ON GUEST SATISFACTION IN HONG

KONG HOTELS: A SERVQUAL APPROACH

ABSTRACT

RESEARCH BACKGROUND

In response to the profound challenges the COVID-19 pandemic posed to Hong
Kong's hotel industry, this study investigates the impact of robotic delivery services
on guest satisfaction. This research addresses the pressing need for hotels to adapt
to evolving tourist expectations and heightened health safety concerns. By examining
how robotics can enhance service delivery, the study contributes to understanding
how technology can revitalize an industry hard-hit by travel restrictions and changing ZHENG ZHONG YUAN
consumer behaviors.
BA (Hons) in Hotel Operations
METHODOLOGY Management
A quantitative analysis approach was adopted, using a SERVQUAL-based framework Department of Hospitality and Business
to evaluate five key service dimensions: tangibility, reliability, responsiveness, safety, Management
and empathy. This involved distributing questionnaires to guests who experienced
robotic services in Hong Kong hotels. Correlation analyses, paired-sample t-tests, and
regression analysis were performed to quantitatively assess the relationships between
these service dimensions and customer satisfaction. OBJECTIVES

FINDINGS The main goals of my research were to:
The study revealed that while robotic services are appreciated for enhancing safety • Assess guest perceptions of robotic
and operational efficiency, there is a significant gap between expected and actual delivery services compared to
satisfaction levels. Particularly, dimensions like responsiveness and empathy were human staff across the SERVQUAL
found to be critical in influencing guest satisfaction, pointing to them as key areas for dimensions.
future service enhancements in the hospitality industry. • Quantify the impact of robotic
delivery services on overall guest
ABOUT THE INVESTIGATOR satisfaction.
• Offer actionable recommendations
My name is ZHENG Zhong Yuan, and I have a passion for gourmet food, music, and to Hong Kong hotels on enhancing
video games, which are often considered the ninth art. I am currently aiming to advance service quality through robotic
my career as a professional hotel manager. My studies and research have been guided delivery adoption.
by my mentor, Mr Sonic YANG, who has provided invaluable support and insights into
the hospitality industry.

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