Do Robots Perfectly Replace Humans? Examining the Impact of Service Provider Role on Customer Satisfaction in the Restaurant Industry

The integration of service robots is reshaping hospitality, yet the mechanisms through which robotic and human service providers influence customer satisfaction remain underexplored. Drawing on dual-process and role theories, this study examines how service provider roles (robots vs. humans) affect satisfaction via utilitarian and hedonic values, moderated by customer social needs and restaurant status. Three experiments reveal that robots enhance utilitarian value, while humans foster hedonic value, each boosting satisfaction through different pathways. Customers with high social needs prefer human service for its experiential benefits, whereas those with low social needs favour robotic efficiency. In fine-dining contexts, human service more effectively elevates satisfaction via hedonic value, an effect absent in casual or quick-service settings. These findings advance theoretical understanding of rational and emotional mechanisms in service evaluation and offer practical guidance for aligning automation strategies with customer traits and restaurant positioning.