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    Robotic employees vs. human employees: Customers’ perceived authenticity at casual dining restaurants

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    Publication date
    2022-09
    End of Embargo
    2024-02-05
    Author
    Song, Hanqun
    Wang, Y-C.
    Yang, H.
    Ma, E.
    Keyword
    Robot
    Product level theory
    Authenticity
    Service robots
    Repurchase intention
    Restaurant
    Research Development Fund Publication Prize Award
    Rights
    © 2022 Elsevier Ltd. All rights reserved. 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
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    Abstract
    Cost-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.
    URI
    http://hdl.handle.net/10454/19127
    Version
    Accepted manuscript
    Citation
    Song 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 version
    https://doi.org/10.1016/j.ijhm.2022.103301
    Type
    Article
    Notes
    The 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
    Collections
    Management and Law Publications

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