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The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction

Author

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  • Kyung Hwa Seo

    (Department of Hotel Culinary Arts and Bakery, Ulsan College, Ulsan 44022, Korea)

  • Jee Hye Lee

    (Department of Food & Nutrition, University of Ulsan, Ulsan 44610, Korea)

Abstract

As various types of robots increasingly influence consumers’ service experiences, companies need to consider how to be competitive in this new artificial intelligence and service automation business environment. However, only limited studies have investigated the factors involved in consumer behaviors toward robot restaurant visitors and their impacts. This study integrates trust, the perceived risk, and satisfaction with the well-known Technology Acceptance Model’s (TAM) original constructs (perceived usefulness, perceived ease of use, and acceptance) in the robot service restaurant setting. A scenario-based online survey was performed on 338 respondents. Structural equational modeling shows the direct impact of PU (perceived usefulness) and the indirect impact of PEOU (perceived ease of use) on consumers’ revisit intention to robot restaurants. Trust significantly increases PU and PEOU toward a service robot, and increased trust in robot service decreases the perceived risk as well as increases satisfaction. Further, perceived risk decreases satisfaction and revisit intention. The study provides useful information for hospitality marketers to acknowledge how consumers accept robot service and better understand the key drivers of robot restaurant revisit intention.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4431-:d:536991
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    References listed on IDEAS

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    3. Dung Minh Nguyen & Yen-Ting Helena Chiu & Huy Duc Le, 2021. "Determinants of Continuance Intention towards Banks’ Chatbot Services in Vietnam: A Necessity for Sustainable Development," Sustainability, MDPI, vol. 13(14), pages 1-24, July.
    4. Gyutae Lee & Yunsik Kim, 2022. "Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to Use," SAGE Open, , vol. 12(2), pages 21582440221, May.
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    6. Yue-Ming Guo & Wai-Ling Ng & Fei Hao & Chen Zhang & Shu-Xu Liu & Adil Masud Aman, 2023. "Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
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    8. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    9. Yu, Vincent F. & Aloina, Grace & Eccarius, Timo, 2023. "Adoption intentions of home-refill delivery service for fast-moving consumer goods," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    10. Kyuhyeon Joo & Heather M. Kim & Jinsoo Hwang, 2023. "A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics," Sustainability, MDPI, vol. 15(14), pages 1-15, July.
    11. Santiago, Joanna & Borges-Tiago, Maria Teresa & Tiago, Flávio, 2024. "Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    12. Teng, Lefa & Sun, Chuluo & Chen, Yifei & Lever, Michael W. & Foti, Lianne, 2024. "Partner or servant? The influence of robot role positioning on consumers’ brand evaluations," Journal of Business Research, Elsevier, vol. 180(C).
    13. Perengki Susanto & Mohammad Enamul Hoque & Verselly Nisaa & Md Asadul Islam & Yusniza Kamarulzaman, 2023. "Predicting m-Commerce Continuance Intention and Price Sensitivity in Indonesia by Integrating of Expectation-Confirmation and Post-acceptance Model," SAGE Open, , vol. 13(3), pages 21582440231, July.

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