Gen Zs and service robots: examination of contingency effects

Abstract

Purpose This paper aims to explore the antecedents of service robots’ adoption at restaurants in India, specifically focusing on Gen Z customers. This study sheds light on customer preferences in getting served by service robots with the moderating role of human service preference and the perceived job lose orientation of dine-in customers. Design/methodology/approach Primary data was collected from Gen Z customers using purposive sampling from prime cities in South (n = 363) and North India (n = 303). The perceptions of respondents towards service robots were analysed in SmartPLS 3.3.9. Findings The findings suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivations and price value significantly determine service robots’ acceptance by Gen Z consumers. However, such direct associations are significantly moderated by Gen Z’s human service preference and perceived job loss. Furthermore, demographic factors like respondents’ location, i.e. north and south, affect their preferences. Originality/value This research provides more insights into human preferences in dining in terms of moderating variables like human service preference and job-saving orientation of customers based on which the managers can design people, processes and physical evidence strategies of restaurant service mix.