Do robot-service restaurant customers’ emotions affect satisfaction, brand loyalty and future intentions?
Seongseop Kim, Zemenu Amare Ayalew, Wei Quan, Hong Ngoc Nguyen, Heesup Han · International Journal of Contemporary Hospitality Management · 2025
Purpose This study aims to examine the underexplored emotional dynamics in robot-service restaurant experiences by developing and testing a structural model incorporating multi-dimensional dichotomous positive/negative emotions and service outcome variables. Design/methodology/approach An online survey was conducted with 422 customers who had dined at a robot-service restaurant. Subsequently, structural equation modeling (SEM) was used to test the proposed relationships, and a multi-group invariance test was used to examine the moderating role of brand equity. Findings Positive emotions significantly enhanced overall satisfaction and loyalty, with joy, positive surprise, love and pleasantness emerging as key predictors. Among negative emotions, only agonistic emotion negatively influenced satisfaction, while neither negative emotion dimension (agonistic or retreat) affected loyalty. Practical implications Understanding the emotional undercurrents of robot-service interactions can help restaurant managers optimize service design, enhance positive affective experiences and strategically leverage brand equity to build lasting customer relationships and engagement. Originality/value This study advances the robot-service literature by introducing a multidimensional emotion framework that deepens understanding of customers’ emotion-driven decision-making in robotic dining. It also uniquely highlights brand equity as a moderator, showing how alignment between robot-induced emotions and restaurant brand identity influences key service outcomes.