As robotic service technology gains traction in the restaurant industry, understanding its impact on consumer perceptions and their loyalty is critical. This study examines how U.S. restaurant consumers evaluate robot servers in terms of competence, ease of interaction, and perceived innovativeness, and how these perceptions influence service quality, emotional response, trust, and loyalty. Using structural equation modeling (SEM), the findings reveal that competence and innovativeness enhance service quality and emotional engagement, while trust emerges as the strongest predictor of restaurant loyalty. Emotional response also plays a crucial mediating role and reinforces the psychological influence of technology-driven service experiences. These insights contribute to technology acceptance, service marketing, and consumer behavior theories and offer practical guidance for restaurants adopting robotic service models. The study underscores the need for seamless, engaging, and reliable automation strategies to foster consumer trust and long-term loyalty.
Young-Ju Jung (Sun,) studied this question.