The role of robots in the service industry: Factors affecting human-robot interactions

Robot use in the service industry has been gaining momentum, not only for potential cost reduction reasons, but to allow establishments to improve their service quality. However, little work has been conducted on customers’ intention to dine at a restaurant based on the congruency of the robots and the establishments, the task complexity and the likeability of the robots. Three studies were conducted through an experimental design. We investigated the mediating role of anthropomorphism on customers’ intention to dine (Study 1), and the role of service establishment type (Study 2). We also considered task complexity to be delivered by robots (Study 3ab). We find that customers prefer human-delivered services but are willing to dine at a casual service establishment that uses robots. Furthermore, customers favor the use of robots as an opportunity for human employees to level up their job rather than as a substitute.