When a Robot Makes Your Dinner: A Comparative Analysis of Product Level and Customer Experience Between the U.S. and Chinese Robotic Restaurants

Abstract

Integrating two theoretical frameworks, the product level theory and the experience economy model, this research analyzed and compared robotic technology applications and customer experiences in selected case robot restaurants in the United States and China. Guided by the product level theory, we first analyzed in which product/service levels were robots applied in each case restaurant in Study 1. Then in study 2, guided by the experience economy model, we further explored customers’ dining experiences and compared if customers’ experience differs due to variations in product/service levels that robot applied. The study first contributes to the product level theory by extending its application to the context of robotic restaurants. It also contributes to the experience economy literature, and in particularly, whether applications of robotic technologies at different product levels matter in customers’ dining experience. The study included case restaurants both from the United States and China, presenting findings with cultural implications. Given the challenges presented by COVID-19 and the industry is exploring alternative ways for service delivery and food production, such a study is particularly meaningful.

Relationships among memorable brand experience, brand preference, and behavioral intentions: focusing on the difference between robot servers and human servers

“…In addition, consumer perceptions that are related to experiences may differ depending on whether a robot or a human provides a service (Ma et al , 2021). Choi et al (2020) determined that multiple facets comprise human–robot interactions, and the influence of service robots on customer experience will vary according to the different facets.…”

Differences between robot servers and human servers in brand modernity, brand love and behavioral intentions in the restaurant industry

“…Robot service, which is considered the most notable innovation in service, reflects the current trends in the restaurant industry (Byrd et al. , 2021; Ma et al. , 2021).…”

“…Such robot services are significantly related to brand modernity, a term referring to brands that reflect the trends of the present era well (Lentz et al, 2006). Robot service, which is considered the most notable innovation in service, reflects the current trends in the restaurant industry (Byrd et al, 2021;Ma et al, 2021). More importantly, when customers perceive a brand as modern, they tend to show a high level of behavioral intention toward it (M€ uller et al, 2013).…”

Service Innovation and Emerging Technologies in Tourism and Hospitality

“…Ma et al (2021) integrated a pair of theoretical frameworks—product level model and the experience economy model—to compare technology applications and customers’ experiences at robot-equipped restaurants in the United States and China. Study 1 analyzed the product/service levels at which each restaurant adopted robots.…”

“…These efforts can be symbiotic, with a clear focus on people, to unveil the industry's "soul" through extended "footprints" of the hospitality experience. Ma et al (2021) integrated a pair of theoretical frameworks-product level model and the experience economy model-to compare technology applications and customers' experiences at robot-equipped restaurants in the United States and China. Study 1 analyzed the product/service levels at which each restaurant adopted robots.…”