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Robotic service quality, authenticity, and revisit intention to restaurants in China: extending cognitive appraisal theory

Hanqun Song (Department of Marketing, Essex Business School, University of Essex, Colchester, UK)
Huijun Yang (School of Hospitality Management, Macao Institute for Tourism Studies, Macao SAR, China)
Erose Sthapit (Department of Marketing, Retail and Tourism, Manchester Metropolitan University, Manchester, UK; Department of Research Specialist, Haaga-Helia University of Applied Sciences, Helsinki, Finland and School of Business, Woxsen University, Hyderabad, India)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 19 October 2023

995

Abstract

Purpose

Using cognitive appraisal theory, this study aims to propose and test an integrated framework – comprising robotic service quality, robotic service authenticity, customer existential authenticity and customer revisit intention – on diners with experience using robotic technology in restaurants. The moderating role of robotic appearance is in the hypothesised relationship.

Design/methodology/approach

Data was gathered through a Web-based survey delivered to 428 diners who had experience using robotic services in restaurants in China. The hypotheses were analysed using a structural equation model and multi-group analysis was used to analyse the moderating effect.

Findings

The findings indicate that functional service quality positively influences robotic service authenticity and existential authenticity. However, technical service quality only affects existential authenticity, which leads to revisit intention. Robotic appearance moderated the relationship between functional service quality and service authenticity.

Research limitations/implications

Restaurateurs should enhance robotic service authenticity, existential authenticity and revisit intention by improving robotic technical service collaborating with robot manufacturers and operators.

Originality/value

Focusing on cognitive appraisal theory, the findings serve as a starting point for investigating robotic service quality and authenticity in robotic service settings theoretically and empirically.

Keywords

Acknowledgements

The authors would like to express our sincere appreciation to Lantian Xia from Macau University of Science and Technology for helping with data collection.

Author contributions: The first two authors contributed equally to complete the research.

Funding: None.

Declarations of interest: None.

Citation

Song, H., Yang, H. and Sthapit, E. (2023), "Robotic service quality, authenticity, and revisit intention to restaurants in China: extending cognitive appraisal theory", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-11-2022-1396

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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