Factors determining willingness to choose hospitality services with robots in the era of Service Encounter 2.0: mediating role of value co-creation

Technology-driven service execution is known as Service Encounter 2.0. We examined the impact of selected constructs of "Technology Acceptance Model" (TAM) and "Stimulus Organism and Response" (SOR) theory on "Willingness to Choose Restaurant or Hotel" with Service Robots (WCSR)" in hospitality. With a descriptive approach, we collected data from 316 Zillennials (late Millennials and early Generation Z). The analysis was carried out using multivariate statistical techniques. It was found that social influence (SI) significantly influences attitude (ATT) and perceived usefulness (PU). perceived enjoyment (PE) influences value co-creation (VCC) and ATT. perceived trust (PT) influences VCC, ATT and PU; these three variables influence the WCSR. Also, VCC partially mediates the relationship between ATT & WCSR and PU and WCSR. These results provide valuable input for service managers in designing and customising their service to enhance customers' willingness to choose their restaurant.