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Building restaurant customers’ technology readiness through robot-assisted experiences at multiple product levels
Ma, E. Yang, H. Wang, Y-C. Song, Hanqun
Ma, E.
Yang, H.
Wang, Y-C.
Song, Hanqun
Publication Date
2022
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© 2022 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
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embargoedAccess
Accepted for publication
12/06/2022
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Abstract
The growing popularity of robot-related research contexts in hospitality and tourism calls for in-depth analysis of how different product/service designs strategies integrating robots may influence customers’ experiences. Employing a scenario-based 2×2×2 experimental research design, this study assesses service robots applied at three different product/service levels (i.e., core, facilitating, and augmented). From surveying 378 customers of mid-priced casual restaurants and 312 tourists of a mid-priced theme park restaurant, findings of the study suggest that using robots at all three product/service levels lead to a more positive educational experience but not entertainment experience. The study further extends the literature by positioning dining at a robotic restaurant as an important occasion to showcase the latest technologies to customers. By providing memorable entertainment and educational experiences, customers’ technology readiness could be enhanced, making them more willing to try new technologies. Such a focus brings in unique contributions both in literature and practice.
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Accepted manuscript
Citation
Ma E, Yang H, Wang Y-C et al (2022) Building restaurant customers technology readiness through robot-assisted experiences at multiple product levels. Tourism Management. Accepted for publication.
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Article