Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption
Joanna Santiago, María Teresa Borges Tiago, Flávio Tiago
Abstract
Humanity has experienced four main technological revolutions; the last two being the digital revolution (Internet) and the emerging artificial intelligence (AI) revolution. With robots, artificial intelligence, and service automation (RAISA) increasingly applied in all industries, knowledge on people's attitudes toward RAISA is limited. Factors affecting RAISA adoption in restaurants, an industry known for its quick adoption of new technology, are largely unknown. This study explores customer attitudes toward robot adoption in restaurants through a quantitative survey of 293 valid respondents. The results, analyzed using partial least squares structural equation modeling (PLS-SEM), show that positive attitudes toward technology, interest in RAISA, perceived relevance, and enjoyment positively impact RAISA adoption. Furthermore, customers' overall attitude toward technology positively affects their intention to use RAISA. Therefore, restaurant owners can start implementing new technologies since consumers are ready to embrace RAISA in restaurants.