When traditional restaurants meet service robots: Consumption rituals, authenticity and brand trust

Key Points

• Brand trust significantly increases when service robots assist in consumption rituals, enhancing customer satisfaction.
• The study highlights how the presence of service robots may shift perceptions of authenticity in traditional dining experiences.
• Observational analysis in various traditional restaurants reveals evolving consumption rituals influenced by robotic services.
• This research may highlight the need for restaurant owners to consider integrating technology for enhanced customer experience.