Impact of Robot Café Service Quality on TAM and Customer Loyalty

This study verified the relationship between tangibility, reliability, assurance, and responsiveness, which are sub-dimensions of service quality of robot cafes, and perceived ease of use, perceived usefulness, and customer loyalty. Therefore, based on the verification results, we aim to suggest strategic implications for robot cafes. The summary of the analysis results is as follows. First, reliability and responsiveness, which are the constructs of service quality of robot cafes, were analyzed to have a significant effect on perceived ease of use. Tangibility and assurance did not have a significant effect on perceived ease of use. Second, tangibility, reliability, and assurance were analyzed to have a significant effect on perceived usefulness. Responsiveness did not have a significant effect on perceived usefulness. Third, reliability and responsiveness were analyzed to have a significant effect on customer loyalty. Tangibility and assurance did not have a significant effect on customer loyalty. Fourth, perceived ease of use was analyzed to have a significant effect on perceived usefulness. Fifth, perceived usefulness was analyzed to have a significant effect on customer loyalty. Sixth, perceived usefulness was found to have no significant effect on customer loyalty. Therefore, these analysis results provide useful implications for operating robot cafes.