Mostafa Marghany

Papers

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About

Mostafa Marghany is a pioneering researcher at the intersection of hospitality technology and human-robot interaction. His work centers on understanding how service robots can be successfully integrated into hotel environments, with a particular focus on guest acceptance and behavioral adoption. Marghany’s most influential contribution is his 2025 study, “Robots at your service: Understanding hotel guest acceptance with meta-UTAUT investigation,” which has already garnered 13 citations—a strong indicator of its timely impact. In this work, he innovatively combines the Meta-UTAUT model with additional factors such as anthropomorphism and aesthetic design to uncover the key drivers of robot acceptance among UK hotel guests. By identifying how robot appearance and perceived humanness influence guest willingness to engage, Marghany provides actionable insights for hoteliers and roboticists aiming to enhance service delivery. His research not only advances theoretical frameworks in technology adoption but also offers practical guidance for the hospitality industry’s ongoing automation transformation. Marghany’s work is essential reading for scholars and practitioners exploring the future of service robotics in consumer-facing sectors.