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Serving Robots: Management and Applications for Restaurant Business Sustainability

Author

Listed:
  • Ha-Won Jang

    (College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Soo-Bum Lee

    (College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

This study focuses on the attributes of serving robots, which include “anthropomorphism,” “animacy,” “likeability,” “intelligence,” and “safety,” and their effect on restaurant customers. The study aims to provide a sustainable development model for the restaurant business, which is suffering from a shortage of manpower. The study identifies the relationships among serving robots’ attributes, perceived benefits, perceived risks, perceived value, satisfaction, and revisit intention of customers. An online survey was conducted with customers, aged eighteen years or older, of restaurants that use serving robots. A total of 294 surveys were used for the final analysis. The results indicate that there are statistically significant relationships between “likeability” and perceived benefits, “intelligence” and perceived benefits, “safety” and perceived benefits, and “safety” and perceived risks. It also confirms that perceived benefits have a positive effect on perceived value, and perceived value has a positive effect on satisfaction and revisit intention. Moreover, satisfaction has a positive effect on revisit intention. Based on these findings, several meaningful theoretical and practical implications that can lead to the sustainability of restaurants are presented.

Suggested Citation

  • Ha-Won Jang & Soo-Bum Lee, 2020. "Serving Robots: Management and Applications for Restaurant Business Sustainability," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:3998-:d:357695
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    References listed on IDEAS

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    Cited by:

    1. Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    2. Jinsoo Hwang & Jawad Abbas & Kyuhyeon Joo & Seung-Woo Choo & Sunghyup Sean Hyun, 2022. "The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry," IJERPH, MDPI, vol. 19(6), pages 1-15, March.
    3. Kyung Hwa Seo & Jee Hye Lee, 2021. "The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    4. Mukhamad Najib & Abdul Aziz Abdul Rahman & Abror Abror & Riani Rachmawati & Megawati Simanjuntak & Prita Prasetya & Dwi Suhartanto & Farah Fahma, 2021. "Leaders’ Support of Sustainable Innovation and Business Sustainability in Developing Countries: Evidence from Small and Medium Food Processing Enterprises," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    5. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    6. Sebastian Molinillo & Francisco Rejón-Guardia & Rafael Anaya-Sánchez, 2023. "Exploring the antecedents of customers’ willingness to use service robots in restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 167-193, March.
    7. Hye Jin Sung & Hyeon Mo Jeon, 2020. "Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    8. Ravneet Kaur & Rajesh Singh & Anita Gehlot & Neeraj Priyadarshi & Bhekisipho Twala, 2022. "Marketing Strategies 4.0: Recent Trends and Technologies in Marketing," Sustainability, MDPI, vol. 14(24), pages 1-17, December.
    9. Muzi Xie & Hong-bumm Kim, 2022. "User Acceptance of Hotel Service Robots Using the Quantitative Kano Model," Sustainability, MDPI, vol. 14(7), pages 1-20, March.
    10. Vilaz, Caryl F. & Sy, Melecio Jr. A., 2023. "The Mediating Effect of Leadership Style on the Relationship between Green Practices and Business Sustainability of Restaurants: A Triple Bottom Line Theory," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1861-1876, December.
    11. Chong Li & Yingqi Li, 2023. "Factors Influencing Public Risk Perception of Emerging Technologies: A Meta-Analysis," Sustainability, MDPI, vol. 15(5), pages 1-37, February.
    12. Abdalwali Lutfi & Akif Lutfi Al-Khasawneh & Mohammed Amin Almaiah & Adi Alsyouf & Mahmaod Alrawad, 2022. "Business Sustainability of Small and Medium Enterprises during the COVID-19 Pandemic: The Role of AIS Implementation," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    13. Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.
    14. Seon Hee Kim & Se Ran Yoo & Hyeon Mo Jeon, 2022. "The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 771-790, September.

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