How the dimensions of robotic service quality shape consumer perceived value and engagement

Purpose This study aims to appraise the dimensions of robotic service quality and their effects on key consumer acceptance outcomes such as consumer perceived value and consumer engagement. The mediating roles of perceived value and affective engagement between service quality and behavioral engagement are assessed. Design/methodology/approach Data were collected from 209 consumers who have interacted with restaurant service robots in China. The data were analyzed using Partial Least Square Structural Equation Modeling. Findings The findings verify the importance of automation and effectiveness of robotic service quality in elevating consumer perceived value and affective engagement with service robots. Efficiency impacted perceived value while precision influenced affective engagement. Surprisingly, personalization displayed a nonsignificant effect on both perceived value and affective engagement, which could be attributed to the tasks undertaken by the restaurant service robots in this study. Originality/value The findings provide actionable recommendations for F&B companies aiming to harness service robots at the frontline to enhance customer experience. By balancing functionality with emotional appeal, managers can maximize both perceived value and affective engagement, ultimately driving stronger behavioral engagement.