Influence of robots service quality on customers' acceptance in restaurants

Abstract

Purpose

This study aims to examine the impact of AI service robots on restaurant customers' engagement and acceptance and the moderating role of robot anthropomorphism on the relationship between AI robot service quality and customer engagement.

Design/methodology/approach

Using a three-wave time-lagged design, 416 customers of service robots-enabled restaurants participated in the study. Mplus was used to examine the hypotheses.

Findings

The results confirmed that customers' perception regarding automation, personalization, efficiency and precision of robot service quality determine customer engagement, which further influences customer acceptance of AI service robots. Additionally, robot anthropomorphism moderates the relationships between AI robot service quality in terms of automation, personalization, efficiency and precision and customer engagement. This study confirms that AI service robots-customer engagement contributes to better acceptance of AI service robots.

Practical implications

The proposed framework can be used as a diagnostic tool to enhance customer acceptance of AI service robots in restaurant settings. This research provides guidelines to restaurant owners to employ AI service robots in front-line services that provide better quality, ultimately enhancing customer engagement and acceptance.

Originality/value

This study fills the gap in the literature by investigating the influence of AI robot service quality on customer engagement and customer acceptance with the moderating effect of robot anthropomorphism in an emerging market context.

Citation

Shah, T.R., Kautish, P. and Mehmood, K. (2023), "Influence of robots service quality on customers' acceptance in restaurants", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 12, pp. 3117-3137. https://doi.org/10.1108/APJML-09-2022-0780