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    Building restaurant customers’ technology readiness through robot-assisted experiences at multiple product levels

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    Publication date
    2022
    End of Embargo
    2024-06-20
    Author
    Ma, E.
    Yang, H.
    Wang, Y-C.
    Song, Hanqun
    Keyword
    Service robots
    Product level
    Experience economy
    Technology readiness
    Robotic restaurants
    Restaurants
    Customer experience
    Rights
    © 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
    Open Access status
    embargoedAccess
    
    Metadata
    Show full item record
    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.
    URI
    http://hdl.handle.net/10454/19007
    Version
    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.
    Link to publisher’s version
    https://doi.org/10.1016/j.tourman.2022.104610
    Type
    Article
    Notes
    The full text will be available at the end of the publisher's embargo: 20th June 2024
    Collections
    Management and Law Publications

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