The Expected Role of Robots as a Feature of Artificial Intelligence in Enhancing Customer Experience Elements in Restaurants: An Exploratory Study

Abstract

The hospitality industry has significantly evolved by employing various information and communication technology applications, making technology one of the main competitive advantages that shape a unique customer experience. Accordingly, hospitality establishments have begun to employ various artificial intelligence (AI) techniques, of which robots are of the most prevalent in advanced countries worldwide. This research primarily aims to explore the expected role of robots as a feature of AI applications in supporting various elements of the customer experience in restaurants, including the restaurant's atmosphere and overall character, food quality, and service quality. A random sample of 572 restaurant customers in Egypt was surveyed. The results indicated a significant relationship (significance level = 0.000) between the restaurant's adoption of robots as an independent variable and the improvement of the restaurant's atmosphere, food quality, and service quality, which are the basic elements of the customer experience. Accordingly, all hypotheses were accepted. The study recommended the activation of robot usage in restaurants due to its potential benefits in reducing errors and improving the customer experience in restaurants.