A patterns perspective of customers’ brand experiences with robotics in hospitality

Abstract

This study presents a framework that captures the patterns amongst the four different dimensions of customers’ brand experiences with robotics by connecting tourism and hospitality research with the humanities literature on micro-stories. By analyzing narratives on an emerging social platform, the study shows that behavioral and cognitive experiences could elicit affective experiences that act as an interface before sensory experiences. The framework presented in this study provides implications into how the different dimensions of brand experiences could influence the marketing strategies of hotels with robotics.