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How to form rapport with information providers in the airport industry: service robots versus human staff

ABSTRACT This study investigated the antecedents and consequences of rapport with the moderating role of the type of service employees, such as service robots versus human staff in the airport industry. Data were collected from 317 travelers who received information from service robots and 311 travelers who received information through human staff. The data analysis results showed the effect of utilitarian and hedonic values on rapport. In addition, the rapport has a positive influence on attitude toward using the services, which positively affects airport image and intentions to use an airport. Lastly, the relationship between utilitarian value and rapport was moderated by the type of service employees.