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Challenges in re-designing operations and jobs to embody AI and robotics in services. Findings from a case in the hospitality industry

Author

Listed:
  • Erica Mingotto

    (Ca’ Foscari University – Department of Management)

  • Federica Montaguti

    (CISET - Ca’ Foscari University)

  • Michele Tamma

    (Ca’ Foscari University – Department of Management)

Abstract

The adoption of artificial intelligence (AI) and service robots in the tourism industry for frontline service automation is generating a growing interest. Although there is a fairly large body of literature about this research field, the impacts on the service encounter need to be further investigated. The paper presents an action research project that led to employ the humanoid robot “Pepper”, equipped with a supervised machine-learning AI system, at the reception of an Italian hotel to provide information to clients. This allowed to explore the role played by this agent and the effects on the changing role taken by frontline employees (FLE) and customers. Findings show that this technology can act as an augmentation force and that FLEs’ role can evolve mainly into that of enabler - of the customers and of technology -, innovator and coordinator, while customers may take above all the role of enabler of the technology. The study also contributes to introduce the new role of “AI supervisor” among FLEs.

Suggested Citation

  • Erica Mingotto & Federica Montaguti & Michele Tamma, 2021. "Challenges in re-designing operations and jobs to embody AI and robotics in services. Findings from a case in the hospitality industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 493-510, September.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:3:d:10.1007_s12525-020-00439-y
    DOI: 10.1007/s12525-020-00439-y
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    References listed on IDEAS

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    1. Ciuchita, Robert & Mahr, Dominik & Odekerken-Schröder, Gaby, 2019. "“Deal with it”: How coping with e-service innovation affects the customer experience," Journal of Business Research, Elsevier, vol. 103(C), pages 130-141.
    2. Ivanov Stanislav, 2019. "Ultimate transformation: How will automation technologies disrupt the travel, tourism and hospitality industries?," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 11(1), pages 25-43, April.
    3. Ivanov Stanislav, 2019. "Ultimate transformation: How will automation technologies disrupt the travel, tourism and hospitality industries?," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 11(1), pages 25-43, April.
    4. Daniel Murphy, 2018. "Silver bullet or millstone? A review of success factors for implementation of marketing automation," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1546416-154, January.
    5. Tussyadiah, Iis, 2020. "A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism," Annals of Tourism Research, Elsevier, vol. 81(C).
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Mathieu Lajante & David Remisch & Nikita Dorofeev, 2023. "Can robots recover a service using interactional justice as employees do? A literature review-based assessment," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 315-357, March.

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    More about this item

    Keywords

    AI; Service robots; Service management; Operations; Hospitality; Jobs;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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