Drivers of and barriers to customer value co-creation behaviors in the robot-assisted restaurant context
Jinkyung Jenny Kim, Seongseop Kim, Zemenu Amare Ayalew, Heesup Han, Yoksamon Jeaheng · Journal of Hospitality Marketing & Management · 2025
This study was designed in order to identify the drivers and barriers that influence customer value co-creation behaviors in robot-assisted restaurants. The investigation included the underlying dimensions of restaurant innovativeness and motivated consumer innovativeness as drivers and functional barriers. A total of 412 diners who experienced new technologies, which included robot service, provided information for the data analyses. The symmetric and asymmetric analysis results suggested multiple paths that lead to customer participation and citizenship behaviors in robot-assisted restaurants. The results of this study revealed implications for new researchers and practitioners for enhanced human-robot co-creation deployment in regards to increasing customer value co-creation behaviors.