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Robotic companionship for solo diners: the role of robotic service type, need to belong and restaurant type
Huang, Jingwen (Daisy)1; Wong, Ip Kin Anthony2; Lian, Qi Lilith1; Huang, Huiling3
2025-02-04
Source PublicationInternational Journal of Contemporary Hospitality Management
ABS Journal Level3
ISSN0959-6119
Volume37Issue:3Pages:890-917
Abstract

Purpose: What kind of robotic service do customers prefer when they dine out alone? This study aims to investigate how robotic service type affects solo diners’ attitude toward robotic service and restaurant revisit intention, through the mediation of rapport. It also examines the moderating effects of the need to belong and restaurant type. Design/methodology/approach: Three experiments were conducted. Study 1 used a one-factor between-subjects design to test the effect of robotic service type on rapport and solo diners’ responses. Study 2 conducted a 2 (robotic service type: service-delivery vs entertainment) × need to belong quasi-experimental design to examine the moderation of need to belong. Study 3 used a 2 (robotic service type: service-delivery vs entertainment) × 2 (restaurant type: traditional restaurant vs solo-friendly restaurant) factorial between-subjects design to test the moderation of restaurant type. A qualitative study (Study 4) complements the experimental results based on semistructured interviews. Findings: Entertainment (vs service-delivery) robotic service has a stronger effect on solo diners’ responses, with rapport serving as a mediator. Additionally, solo diners with a heightened need to belong demonstrate an intensified rapport effect when receiving entertainment-oriented robotic service. Furthermore, restaurant type plays a moderating role between robotic service type and consumer responses. For traditional restaurants, solo diners who receive entertainment (vs service-delivery) robotic service tend to form stronger rapport and favorable responses. The results of the qualitative study elucidate and support the hypothesized relationships of the experimental studies. Practical implications: Restaurant operators could consider offering entertainment-based smart devices that allow solo diners to indulge themselves during the dining encounter. Restaurants could also design environmental cues that can signify a sense of comfort, such as redesigning tables with individual seats for solo diners to enhance their perceptions of shared characteristics among other solo diners in the same space. Originality/value: This research advances the literature on solo dining and robotic service, by investigating how human–robot interaction can fulfill solo diners’ relatedness goals, as self-determination theory suggests. This inquiry also represents an early attempt in the hospitality literature to empirically examine the influence of robotic service type on consumer responses through the mediation of rapport.

KeywordNeed To Belong Rapport Restaurant Type Robotic Service Type Solo Diners
DOI10.1108/IJCHM-05-2024-0654
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:001381911900001
PublisherEMERALD GROUP PUBLISHING LTD,Floor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND
Scopus ID2-s2.0-85212829690
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorLian, Qi Lilith
Affiliation1.School of Tourism Management, Sun Yat-Sen University, Zhuhai, China
2.Faculty of Business Administration, University of Macau, Macao
3.Department of Integrated Resort and Tourism Management, University of Macau, Macao
Recommended Citation
GB/T 7714
Huang, Jingwen ,Wong, Ip Kin Anthony,Lian, Qi Lilith,et al. Robotic companionship for solo diners: the role of robotic service type, need to belong and restaurant type[J]. International Journal of Contemporary Hospitality Management, 2025, 37(3), 890-917.
APA Huang, Jingwen ., Wong, Ip Kin Anthony., Lian, Qi Lilith., & Huang, Huiling (2025). Robotic companionship for solo diners: the role of robotic service type, need to belong and restaurant type. International Journal of Contemporary Hospitality Management, 37(3), 890-917.
MLA Huang, Jingwen ,et al."Robotic companionship for solo diners: the role of robotic service type, need to belong and restaurant type".International Journal of Contemporary Hospitality Management 37.3(2025):890-917.
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