Abstract

Robots are adopted in numerous tourism and hospitality segments, including restaurants. This study aims to empirically investigate the service robots' (SRs) acceptance among fast-food employees across two cultures – Egypt and Malaysia - and examines the moderating role of culture on usage intention. Extending the UTAUT model, Hofstede's culture dimensions, and relevant literature, a survey was developed for data collection from a convenient sample of employees in two international fast-food chains. Structural equation modelling was used for hypotheses-testing purposes. The results revealed that four UTAUT main constructs explain 62% and 44% of fast-food employees' behavioural intention to adopt robots in Egypt and Malaysia, respectively. The findings revealed that easiness-of-use, recommendations of trusted people to use robots, and knowledge and skills required to use robots affect the intention of usage by fast-food employees. This study extends the research of robotics' adoption in tourism and hospitality and consequently supports the planning for the post-Covid-19 resume. It provides several theoretical and operational implications for future research.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.