Siriprapha Jitanugoon
Papers
1
Total Citations
51
H-Index
1
About
Siriprapha Jitanugoon is a rising scholar at the intersection of technology adoption, consumer behavior, and hospitality innovation. Her research primarily explores how emerging technologies—particularly robotics and automation—reshape consumer experiences and spending decisions in service settings. Jitanugoon’s most cited work, “You don’t have to tip the human waiters anymore, but …” (2022, 51 citations), investigates the demographic, psychographic, and situational factors driving consumers’ willingness to pay a premium for robotic restaurants. This study uniquely segments consumers into positive, neutral, and negative willingness-to-pay profiles, offering actionable insights for restaurateurs navigating automation. By bridging theoretical frameworks with practical market segmentation, her contributions help businesses understand when and why customers embrace—or resist—paying more for tech-driven dining. Her work has been recognized for its timely relevance amid the global surge in service robotics, and she continues to influence discussions on human-robot interaction in hospitality. With a growing citation footprint, Jitanugoon is establishing herself as a key voice in the future of automated consumer experiences.
Research Focus
Key Achievements
Top Papers
- 1