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Utilitarian vs hedonic roles of service robots and customer stereotypes: a person–environment fit theory perspective

Utilitarian vs hedonic roles of service robots and customer stereotypes: a person–environment fit... Drawing on person–environment fit theory, this study aims to investigate how the relationships between service task types (i.e. utilitarian and hedonic service tasks) and perceived authenticity (i.e. service and brand authenticity) differ under different conditions of service providers (human employee vs service robot). This study further examines whether customers’ stereotypes toward service robots (competence vs warmth) moderate the relationship between service types and perceived authenticity.Design/methodology/approachUsing a 2 × 2 between-subjects experimental design, Study 1 examines a casual restaurant, whereas Study 2 assesses a theme park restaurant. Analysis of covariance and PROCESS are used to analyze the data.FindingsBoth studies reveal that human service providers in hedonic services positively affect service and brand authenticity more than robotic employees. Additionally, the robot competence stereotype moderates the relationship between hedonic services, service and brand authenticity, whereas the robot warmth stereotype moderates the relationship between hedonic services and brand authenticity in Study 2.Practical implicationsRestaurant managers need to understand which functions and types of service outlets are best suited for service robots in different service contexts. Robot–environment fit should be considered when developers design and managers select robots for their restaurants.Originality/valueThis study blazes a new theoretical trail of service robot research to systematically propose customer experiences with different service types by drawing upon person–environment fit theory and examining the moderating role of customers’ stereotypes toward service robots. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Utilitarian vs hedonic roles of service robots and customer stereotypes: a person–environment fit theory perspective

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References (66)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0959-6119
eISSN
0959-6119
DOI
10.1108/ijchm-05-2023-0668
Publisher site
See Article on Publisher Site

Abstract

Drawing on person–environment fit theory, this study aims to investigate how the relationships between service task types (i.e. utilitarian and hedonic service tasks) and perceived authenticity (i.e. service and brand authenticity) differ under different conditions of service providers (human employee vs service robot). This study further examines whether customers’ stereotypes toward service robots (competence vs warmth) moderate the relationship between service types and perceived authenticity.Design/methodology/approachUsing a 2 × 2 between-subjects experimental design, Study 1 examines a casual restaurant, whereas Study 2 assesses a theme park restaurant. Analysis of covariance and PROCESS are used to analyze the data.FindingsBoth studies reveal that human service providers in hedonic services positively affect service and brand authenticity more than robotic employees. Additionally, the robot competence stereotype moderates the relationship between hedonic services, service and brand authenticity, whereas the robot warmth stereotype moderates the relationship between hedonic services and brand authenticity in Study 2.Practical implicationsRestaurant managers need to understand which functions and types of service outlets are best suited for service robots in different service contexts. Robot–environment fit should be considered when developers design and managers select robots for their restaurants.Originality/valueThis study blazes a new theoretical trail of service robot research to systematically propose customer experiences with different service types by drawing upon person–environment fit theory and examining the moderating role of customers’ stereotypes toward service robots.

Journal

International Journal of Contemporary Hospitality Management – Emerald Publishing

Published: Aug 6, 2024

Keywords: Service robot; Utilitarian service; Hedonic service; Authenticity; Stereotype; Person–environment fit theory

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