Understanding the consequences of robotic interaction quality and outcome quality: A three-phased affordance theory-based approach

Abstract

ABSTRACT Robotic interaction quality and outcome quality in restaurants are crucial in engaging customers and facilitating post-purchase behavior while few papers have examined their impact on psychological engagement and value co-creation by experienced customers. Drawing upon the affordance theory and interlinking the service-dominant logic, this study has investigated robotic interaction and outcome quality in the restaurant context using the empirical data collected from 487 respondents in China by adopting structural equation modeling to investigate the relevant impacts. The findings show that robotic interaction and outcome quality positively affect psychological engagement, whereas robotic outcome quality only positively influences value co-creation. There are positive relationships between customers’ psychological engagement, value co-creation, and intention to recommend the restaurant. We also discussed the theoretical and managerial implications.