Robotic employees vs. human employees: Customers’ perceived authenticity at casual dining restaurants

Cost-saving and sanitation considerations and the challenge of labor shortages have catalyzed the application of service robots in restaurants. Although service robots can perform multiple roles and functions, more research attention is needed in hospitality contexts on how different combinations of using robots and humans at different product/service layers may influence customers’ experiences and behavioral intentions. Building on the literature of product level theory and authenticity, this study empirically investigated this issue with data collected from 364 customers in China. The results show that the use of robots in core and facilitating product levels is less effective in improving consumers’ perceived service and brand authenticity. Consumers’ perceived service authenticity positively influences their brand authenticity and repurchase intention. Consumers’ perceived brand authenticity only positively affects their repurchase intention. Both theoretical and managerial implications are discussed in this paper.