Zhong Jian-an

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About

Zhong Jian-an is a researcher whose work sits at the dynamic intersection of artificial intelligence, service robotics, and consumer behavior — fields of growing significance as hospitality and service industries increasingly integrate robotic technologies. His research examines how the design and perceived human-likeness of service robots shape customer psychology and decision-making, particularly in challenging moments such as service failures. Among his most notable contributions, Zhong has investigated how robot anthropomorphism — the degree to which a robot appears human — influences consumers' emotional and behavioral responses, including their likelihood of returning to a brand following a negative service encounter. Drawing on cognitive appraisal theory and AI device acceptance frameworks, his work reveals nuanced distinctions between humanoid and nonhumanoid robots and their differential effects on consumer trust and forgiveness. His 2023 study on robot anthropomorphism and revisit intentions has already garnered 48 citations, signaling considerable influence within the field, while his companion work on humanoid versus nonhumanoid robots has accumulated 21 citations since publication. For students and researchers exploring the future of AI-driven service environments, Zhong Jian-an's scholarship offers essential, empirically grounded insights into how robot design choices carry profound consequences for brand loyalty and customer experience.