Robots behind the bar: senior patrons’ perspectives on automated bartending experience

Abstract

Purpose Service robots have brought about a significant transformation in the hospitality and tourism sector. However, senior consumer experiences in the technology context remain underexplored. The purpose of this paper is to explore the impact of service robot bartender on the drink-ordering experiences of senior patrons in restaurants settings, aiming to understand how such technological interactions influence their usage intention and subjective well-being. Design/methodology/approach Two samples of data (322 senior consumers and 294 non-senior consumers) were collected from Prolific. Partial least squares structural equation modeling was used to examine the hypothesized relationships. Multi-group analysis was also conducted to compare the differences between senior and non-senior groups. Findings The results of this study confirm that service robots enhance seniors’ experiences by augmenting perceived functional, hedonic and social values. Notably, the findings of this study reveal that senior consumers attribute higher importance to the perceived functional values of service robots compared to non-senior consumers, suggesting a distinctive appreciation for the practical benefits that robotic services offer within this demographic. Originality/value This study enriches the academic understanding of senior consumers’ behavior in robotic service restaurants and also outlines practical implications for the design and implementation of service robots, aiming to foster a more inclusive and enjoyable environment for all age groups.