Robot acceptability in quick service restaurants: a customer’s point of view

Purpose Robotic technology is increasingly prevalent in the restaurant industry. The purpose of this study was to explore various factors that impact quick-service restaurant (QSR) guests’ attitudes toward robotics and the guests’ intentions to visit QSRs that deploy robotic technology. Design/methodology/approach This study used an online survey that collected quantitative and qualitative data from a sample of 615 US-based adults who dine at QSRs at least once a month. The data were analyzed using confirmatory factor analysis and thematic content analysis. Findings The results indicated that novelty-seeking, human interaction, perceived benefit, ethics, perceived ease of use and social influence were significantly associated with intentions to visit QSRs that use robots. The qualitative thematic analysis suggested that QSR guests are concerned about the social implications of using robotic technology, but not as concerned as some previous research suggested. QSR guests are receptive to robotics that improve the service experience. Research limitations/implications The sample used for this study consisted of frequent QSR diners. The findings may not be generalizable across all types of restaurant guests, such as full-service or quick casual guests. The study also relied on the participants’ memories of restaurant experiences; future studies could focus on collecting data while a restaurant customer is in the service experience. Originality/value The current research synthesizes theories in psychology and technology acceptance to study an emerging phenomenon in the hospitality industry. It innovatively examines the social influence and guests’ need for human interaction in their service experience. In addition, the findings from the qualitative data analysis supplement and extend the conclusions from the quantitative findings.