Digital marketing innovation and industrial marketing: evidence from restaurants' service robots

Purpose This study aims to explore how perceived anthropomorphism, perceived warmth, and customer–artificial intelligence (AI) assisted exchange (CAIX) of service robots affect customers’ satisfaction via digital marketing innovation. Design/methodology/approach A customer satisfaction model was formulated based on the perspective of parasocial relationships and hybrid intelligence; 236 completed questionnaires were returned by partial least squares structural equation modeling analysis. Findings This study demonstrates that perceived anthropomorphism, perceived warmth and CAIX's impact on digital marketing innovation were supported, and customer satisfaction impacted the continued intention to use service robots. Originality/value Restaurants that leverage service robots differentiate themselves from competitors by offering innovative and technologically advanced dining experiences. Integrating AI capabilities sets these restaurants apart and attracts tech-savvy customers who value convenience and efficiency.