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

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.