Are customers happy with robot service? Investigating satisfaction with robot service restaurants during the COVID-19 pandemic

Abstract

The COVID-19 virus has led to a rapid increase in demand for robot service restaurants. However, given the novelty of both, little is known regarding the impact of this technology on consumer attitudes in the time of the pandemic. Using a sample of customers with dining experiences in Muscat-based robot service restaurants, the current study investigates the factors that affect experience satisfaction and experience extension. The results demonstrate that perceived usefulness, speed of service, and experience novelty directly influence experience satisfaction, while perceived enjoyment and experience satisfaction directly influence experience extension. Moreover, novelty seeking moderates the effects of experience novelty and perceived enjoyment on experience satisfaction, as well as the impact of perceived enjoyment on experience extension. Lastly, perceived risk reduction of infection and trust are found to moderate the impact of experience satisfaction on experience extension. Theoretical and practical implications are offered.