Exploring the moderating effect of restaurant type on the interaction between service agent type and consumer satisfaction

Abstract

Purpose This research aims to examine two different types of service agents and the moderating role of restaurant types in the relationship between service agent types (human vs robot) and consumer satisfaction. This research also investigates the mediating role of trust in the relationship. Design/methodology/approach To test the proposed mediated moderation hypotheses, this research adopts a 2 × 2 between-subject experimental design. In total, 196 respondents were collected using an online platform, Amazon Mechanical Turk, from the residents of the United States of America. The data analysis results show that the proposed preference and consumer trust in the service agent type differ according to the restaurant type they dine at. Findings The findings suggest that human service agents are perceived as being more trustworthy and enhance consumers’ satisfaction in an upscale restaurant setting. In contrast, robot service agents are perceived as being more trustworthy and, in turn, increase consumer satisfaction in a casual restaurant context. This research provides restaurant managers and marketing practitioners with guidance on how and when to leverage the appropriate service agent type to drive consumer trust in service and satisfaction. Originality/value Robotic restaurants, an automation-based business, have recently gained worldwide notice. However, no attempt was made to examine the dimensionality of consumer trust and satisfaction toward service agent types in the restaurant industry.