Understanding generation Z consumers’ revisit intentions to robotic service restaurants

Abstract

Purpose The purpose of this paper is to investigate the influencing factors of generation Z (Gen Z) consumers’ revisit intentions to robotic restaurants in the post-pandemic times. Design/methodology/approach Using a sample of Gen Z consumers with dining experiences in an Indian restaurant using service robots, the study empirically tests a research framework based on stimulus–organism–response theory. Findings The study explains how Gen Z consumer’s perceptions of functional attributes (i.e. perceived usefulness and perceived ease of use), socio-emotional attribute (i.e. perceived safety) and relational attribute (i.e. trust) shape their attitude, which in turn leads to their evaluations of performance outcomes and intention to revisit the robotic restaurants. The findings also indicate that perceived risk reduction of viral infection moderates the impact of performance outcomes on revisit intention. Originality/value Due to the outbreak of COVID-19 pandemic, the changing preferences of consumers have resulted in an increase in demand for restaurants offering robotic services. To support the long-term viability of service robots in restaurant services, the current study investigates what elements of service robots can determine consumers’ intentions to revisit the robotic restaurants during post-pandemic times.