Robotic employees vs. human employees: Customers’ perceived authenticity at casual dining restaurants
End of Embargo2024-02-05
Product level theory
Research Development Fund Publication Prize Award
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AbstractCost-saving and sanitation considerations and the challenge of labor shortages have catalyzed the application of service robots in restaurants. Although service robots can perform multiple roles and functions, more research attention is needed in hospitality contexts on how different combinations of using robots and humans at different product/service layers may influence customers’ experiences and behavioral intentions. Building on the literature of product level theory and authenticity, this study empirically investigated this issue with data collected from 364 customers in China. The results show that the use of robots in core and facilitating product levels is less effective in improving consumers’ perceived service and brand authenticity. Consumers’ perceived service authenticity positively influences their brand authenticity and repurchase intention. Consumers’ perceived brand authenticity only positively affects their repurchase intention. Both theoretical and managerial implications are discussed in this paper.
CitationSong H, Wang Y-C, Yang H et al (2022) Robotic employees vs. human employees: Customers’ perceived authenticity at casual dining restaurants. International Journal of Hospitality Management. 106: 103301.
Link to publisher’s versionhttps://doi.org/10.1016/j.ijhm.2022.103301
NotesThe full-text of this article will be released for public view at the end of the publisher embargo on 5 Feb 2024.
Research Development Fund Publication Prize Award winner, July 2022