Research

How people, AI and robots meet in services.

Peer-reviewed work on service robots, artificial intelligence, online reviews and entrepreneurship education. If an article isn't open access, the accepted manuscript is free to download here.

A note on metrics

I support responsible research assessment, so papers here are presented by what they contribute, not by journal rankings or citation counts. Bibliometric data lives onGoogle Scholar, ORCID andScopus.

20 articles

2026

Hybrid service agency: human–robot collaboration and workforce transformation in hospitality and tourism

Matteo Borghi, Phatcharasiri Ratcharak & Babak Taheri · The Service Industries Journal

Service robots & AIFree PDF

2026

Toward a values-driven research culture: passion, collaboration, and decency

Matteo Borghi & Giampaolo Viglia · Journal of Travel Research

Entrepreneurship & education

2025

Deceptive minds in digital spaces: the influence of the dark triad on posting fake online reviews

Matteo Borghi & Phatcharasiri Ratcharak · Psychology & Marketing

Online reviewsOpen access

2025

Embedding entrepreneurship and technology literacy in the student curriculum: a case study of a module for real estate students

Matteo Borghi · Innovations in Education and Teaching International

Entrepreneurship & educationOpen access

2024

Artificial intelligence in service industries: customers’ assessment of service production and resilient service operations

Marcello M. Mariani & Matteo Borghi · International Journal of Production Research

Service robots & AIOpen access

2024

Asymmetrical influences of service robots’ perceived performance on overall customer satisfaction: an empirical investigation leveraging online reviews

Matteo Borghi & Marcello M. Mariani · Journal of Travel Research

Service robots & AIOpen access

2023

Do submission devices influence online review ratings differently across different types of platforms? A big data analysis

Marcello M. Mariani, Matteo Borghi & Benjamin Laker · Technological Forecasting and Social Change

Online reviewsOpen access

2023

Exploring environmental concerns on digital platforms through big data: the effect of online consumers’ environmental discourse on online review ratings

Marcello M. Mariani & Matteo Borghi · Journal of Sustainable Tourism

Online reviewsOpen access

2023

The impact of service robots on customer satisfaction online ratings: the moderating effects of rapport and contextual review factors

Matteo Borghi, Marcello M. Mariani, Rodrigo Perez-Vega & Jochen Wirtz · Psychology & Marketing

Service robots & AIOpen access

2022

The role of emotions in the consumer meaning-making of interactions with social robots

Matteo Borghi & Marcello M. Mariani · Technological Forecasting and Social Change

Service robots & AIOpen access

2021

Are environmental-related online reviews more helpful? A big data analytics approach

Marcello M. Mariani & Matteo Borghi · International Journal of Contemporary Hospitality Management

Online reviews

2021

Customers’ evaluation of mechanical artificial intelligence in hospitality services: a study using online reviews analytics

Marcello M. Mariani & Matteo Borghi · International Journal of Contemporary Hospitality Management

Service robots & AI

2021

Environmental discourse in hotel online reviews: a big data analysis

Marcello M. Mariani & Matteo Borghi · Journal of Sustainable Tourism

Online reviewsOpen access

2021

Service robots in online reviews: online robotic discourse

Matteo Borghi & Marcello M. Mariani · Annals of Tourism Research

Service robots & AI

2020

Online review helpfulness and firms’ financial performance: an empirical study in a service industry

Marcello M. Mariani & Matteo Borghi · International Journal of Electronic Commerce

Online reviewsOpen access

2020

Unravelling the effects of cultural differences in the online appraisal of hospitality and tourism services

Marcello M. Mariani, Matteo Borghi & Fevzi Okumus · International Journal of Hospitality Management

Online reviews

2019

Industry 4.0: a bibliometric review of its managerial intellectual structure and potential evolution in the service industries

Marcello M. Mariani & Matteo Borghi · Technological Forecasting and Social Change

Service robots & AIFree PDF

2019

Online reviews: differences by submission device

Marcello M. Mariani, Matteo Borghi & Ulrike Gretzel · Tourism Management

Online reviews

2019

The role of language in the online evaluation of hospitality service encounters: an empirical study

Marcello M. Mariani, Matteo Borghi & Sergey Kazakov · International Journal of Hospitality Management

Online reviews

2018

Effects of the Booking.com rating system: bringing hotel class into the picture

Marcello M. Mariani & Matteo Borghi · Tourism Management

Online reviewsFree PDF

Book chapters

2026

Innovative Leadership Practices to Enhance Engagement

Matteo Borghi & Amir Hakaki · in Beyond Management: Leading with Purpose to Engage Employees, De Gruyter, pp. 327–342

Book chapter

2026

Leveraging Technology for Employee Engagement

Matteo Borghi & Amir Hakaki · in Beyond Management: Leading with Purpose to Engage Employees, De Gruyter, pp. 231–246

Book chapter

2025

Service Robots in Marketing

Matteo Borghi & Phatcharasiri Ratcharak · in Encyclopedia of Artificial Intelligence in Marketing, Springer, pp. 1–10

Book chapter