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| The Interaction between Hotel Robot Inclusive Service Positioning and Social Class on Customer Citizenship Behavior |
| SUN Jianxin，MA Baolong，LI Xiaofei |
| 1.Beijing Institute of Technology, Beijing, China;2. Capital University of Economics and Business, Beijing, China |
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Abstract Based on the empathy theory, the interaction mechanisms and boundary conditions of hotel robot inclusive service positioning and social class on customer citizenship behavior were discussed. Through three situation experiments, the results show that for the lower social classes, robot inclusive service positioning is more effective in promoting customer citizenship behavior than non-inclusive service positioning. For the higher social classes, there is no significant difference in the impact of robot inclusive and non-inclusive service positioning on customer citizenship behavior. The interaction between robot inclusive service positioning and social class influences customer citizenship behavior. Customer effective empathy plays a mediating role, while other-group orientation has a significant moderating effect. When other group orientation is high, individuals from the higher social class will significantly promote customer citizenship behavior when facing hotel inclusive service positioning.
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Received: 09 March 2023
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