Research Jollibot

The Impact of Service Quality Using Artificial Intelligence
THE IMPACT OF SERVICE QUALITY USING ARTIFICIAL INTELLIGENCE IN QUICK
SERVICE RESTAURANT
A Research Project
Presented to the Faculty of College of Hospitality Management
Don Honorio Ventura State University
Mexico Campus
In Partial Fulfilment of the Requirements for the Degree of
Bachelor of Science in Hospitality Management
Leader:
Padilla, Rose Ann B.
Members:
Bautista, Christy G.
Macabali, Daryll V.
Pelayo, Garries D.
Quiambao, Sheena Mae M.
2024
DON HONORIO VENTURA STATE UNIVERSITY 1

Chapter I
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
In a time when technology is developing quickly, companies in all
sectors are looking for creative methods to improve customer satisfaction and
service quality. The quick service restaurant (QSR) industry is one of these sectors
that distinguishes out for having a very competitive and dynamic environment
where success is largely determined by efficiency and customer experience.
Artificial intelligence (AI) technologies have presented QSRs with a promising
opportunity to transform their business models and achieve previously unheard-
of levels of service quality.
Artificial intelligence has emerged as the most significant technology
advancement in business in recent years. Machine learning includes artificial
intelligence, which is widely used, especially in the commercial sector. The fast
service restaurant industry is one of the many industrial sectors that is seizing this
enormous opportunity. In order to be competitive, restaurant franchises must
embrace technology, as customers are becoming increasingly captivated with
digital platforms. Artificial intelligence will enhance offerings, streamline
operations, and boost customer satisfaction in fast service restaurants. The
application of artificial intelligence will impact not only the functional area of
quick service restaurants but also other areas such as marketing, staffing,
financing, and inventory management is a party to the dispute. Technology is
allowing fast food companies to make it faster and cheaper to get their food, by

reducing the role of human employees. Use of technology is helping quick service
restaurants to make their food faster and providing quick and best customer
service by reducing the role of human beings.
Catherine Havasi ,et al, said that when artificial intelligence is used,
problems arise when we try to imitate human instinct or good judgment. Humans
underestimate the enormous amount of background data that is hard to replicate
in machines. The complexity and subjectivity of human emotions make it difficult
to simulate them (Zhihong Zeng et al., 2009; Laurence Devillers, Laurence
Vidrascu, Lori Lamel, 2005). Nevertheless, when using a machine learning
approach, the framework will process discussions that have been annotated by
humans, but these annotations are typically erratic.
According to earlier research, people's faith in robots is largely influenced
by their dependability and functionality (Tussyadiah et al., 2020). Furthermore,
there is a favorable correlation between tourists' intentions to employ robots and
their level of functionality and reliability (Tussyadiah et al., 2017). Respondents'
perceptions of the pros and cons of robots in comparison to human’s reveal how
they view a potential supplier of a specific tourism/hospitality service (a robot or a
human employee).
According to Ivanov et al., there is a positive correlation between the
attitudes toward the use of robots in hospitality industry and the perceived
benefits of having robots instead of human employees. The negative impact of
the perceived disadvantages of having robots is mitigated when the regression
models incorporate the general attitudes toward robots. Only a century after the
term "robot" was coined (NPR, 2011), robots accounted for a large portion of

manufacturing in 2020 (Ross et al., 2018) and were becoming more and more
prevalent in the service sector (Belanche et al., 2020; Wirtz et al., 2018). Still, it's
only recently that robots have been utilized more frequently to serve hospitality
clients (Ivanov and Webster, 2019a). Automation technologies will inevitably find
their way into the tourist and hospitality industries due to technological
advancements (Mihelj et al., 2019) and demographic factors (Webster, 2021) that
restrict the amount of human labor available for service businesses. Here, we go
over the usage of robots in hospitality and clarify a few myths about how people
view the use of robots in food. Only a century after the term "robot" was coined
(NPR, 2011), robots accounted for a large portion of manufacturing in 2020 (Ross
et al., 2018) and were becoming more and more prevalent in the service sector
(Belanche et al., 2020; Wirtz et al., 2018). Still, it's only recently that robots have
been utilized more frequently to serve hospitality clients (Ivanov and Webster,
2019). Automation technologies will inevitably find their way into the tourist and
hospitality industries due to technological advancements (Mihelj et al., 2019) and
demographic factors (Webster, 2021) that restrict the amount of human labor
available for service businesses. Here, we go over the usage of robots in
hospitality and clarify a few myths about how people view the use of robots in
food. Taking the aforementioned into consideration, this study builds on three
major streams of literature to investigate the customer experience with robotic
restaurants: product level theory (Kotler & Keller, 2016), the experience economy
model (e.g., Pine & Gilmore, 2019), and technology readiness and acceptance
(e.g., Parasuraman, 2017).

The main theory used in the study, the Product Level Theory (Kotler &
Keller, 2016), was initially presented in this part along with an explanation of its
applicability. Next, we talked about how different product and service levels of
robot applications may have distinct effects on diners' eating experiences. Lastly,
based on a thorough review of the literature, we presented and supported our
theories regarding how the use of robots at various product and service levels
may affect consumers' educational.
Additionally, since service encounters typically necessitate communication
between clients and providers, service robots are frequently programmed to
interact socially by speaking in human languages, for example, enabling people to
use their pre-existing interpersonal skills to communicate with robots (Seo et al.,
2017). According to Bartneck et al. (2020) and Patompak et al. (2019), human-
robot interaction can be defined as people's perception of meaningful
relationships and the quality of their interactions with robots. The nature of
human-robot interactions has been investigated in the literature that is currently
in publication (e.g., Lee et al., 2012; Nomura & Kanda, 2014, 2016); however, the
quality of customer-robot interactions has received very little attention. In this
study, customer-robot interaction quality is defined as the perceived level of
excellence regarding the interaction between a service robot and a customer
during service delivery (Choi et al., 2019). We adopt Brady and Cronin's (2021)
definition of interaction quality, which refers to customers' perceptions of the
quality of their interactions with service providers. Our study also aims to add a
new perspective to the existing literature by examining the antecedent role of
customer-robot interaction quality in affecting the relationships proposed in the

technology acceptance model and the positive outcome of customer-robot
rapport. This is because it is unclear whether the quality of customer-robot
interaction can influence customers’ responses to service robots and
subsequently facilitate the building of customer-robot rapport, especially in a
restaurant setting. It is important to consider these factors because they are key
to building relationships with customers, which suggests the possibility that
customers’ willingness to build relationships with a service robot can be another
key aspect of customer technology acceptance to consider.
The study will specifically look into whether dining experiences with
service robots would impact customers' perceived technology readiness and
whether service robots implemented at different product or service levels may
affect customer dining experiences differently. The research will close a gap in the
literature on the subject of service robots, especially as it relates to product
design. The results of the study will have important ramifications for restaurant
owners that either employ or intend to use service robots in their operations.
REVIEW OF RELATED LITERATURE
Customer Satisfaction
Customer satisfaction is defined as an individual's experience of
satisfaction or dissatisfaction following a comparison of the product's
performance (results) to the expected performance (Kotler 2006:177, 2019).
When a customer's performance falls short of their expectations, they are
considered dissatisfied; when their performance meets their expectations, they
are considered satisfied; and when their performance surpasses their

expectations, they are considered extremely satisfied or happy (Kotler 2006:177,
2019).
Performance Efficacy
According to Bandura, A. (2018), performance efficacy is about believing
you can do certain tasks well enough to achieve what you want. It's feeling
confident in your ability to handle different situations and perform tasks
effectively. When you have high performance efficacy, you're more likely to keep
trying, put in more effort, and achieve better results. Performance efficacy in the
restaurant industry has been examined in several studies. One study conducted in
India using Data Envelopment Analysis (DEA) found that only 65.58% of hospitality
and restaurant businesses were technically efficient, indicating a significant scope
for improvement. Another study in Port Harcourt, Rivers state, revealed that
there is a statistically significant relationship between employee work behavior
and organizational efficacy in fast food restaurants. In Slovenia, after the
implementation of fiscal cash registers, the average efficiency score of restaurant
SMEs was found to be 85%, suggesting room for improvement. A study in Istanbul
analyzed the performance of different types of restaurants using Principal
Component Analysis (PCA) and Categorical Data Envelopment Analysis (CAT-DEA)
and found that only three out of fifteen restaurants were efficient. Additionally, a
study examining restaurants over the period 2011-2014 found that operational
efficiency is affected by firm size and is linked to financial and non-financial
variables.

Intrinsic Motivation
According to Deci, E. L., & Ryan, R. M. (2021), when someone is intrinsically
motivated they are driven by the satisfaction and joy of an activity, then rewards.
It's about finding meaning, interest or fulfillment in what they're doing. Intrinsic
motivation is about feeling a sense of independence, competence and
connection, with others while pursuing a task. This kind of motivation usually
results in lasting engagement, creativity and self-directed actions.
Intrinsic motivation in AI restaurants is an important factor for promoting
knowledge sharing and innovative behaviors among employees. The study found
that employees' intrinsic motivations influenced their knowledge-sharing
behaviors and knowledge application behaviors, which in turn influenced their
innovative behaviors. This suggests that when employees are intrinsically
motivated, they are more likely to share their knowledge with others and apply
their knowledge to actions. The study focused on employees in the food and
beverage sections of hotels, coffee shops, and restaurants. By understanding and
promoting intrinsic motivation, AI restaurants can create an environment that
encourages employees to actively engage in knowledge management and
innovative practices. (Lee and Kim)
Anthropomorphism
Anthropomorphism is a further aspect of the Artificial Intelligent Device
Use Acceptance (AIDUA) model's core evaluation (Kim and McGill, 2018). It
describes a phenomenon wherein people believe nonhuman entities to possess
human characteristics such as feelings, ideas, or physical attributes (Martin et al.,
2020). This depends on things like the general mood, the cultural makeup, and the

physical region. Furthermore, opinions differ on the extent to which
anthropomorphism affects a customer's propensity to accept Artificial
Intelligence (AI) technology. The uncanny valley idea states that the more
humanoid a robot is, the more receptive humans will be to it. But eventually,
individuals will lose their emotional attachment to robots when they discover that
what at first seems real is actually artificial. Rather, people will perceive them as
strange, uncomfortable, or eerie (Murphy et al., 2021).
Studies have shown that robot anthropomorphism plays a moderating role
in the relationship between AI robot service quality and customer engagement,
ultimately leading to better acceptance of AI service robots in restaurants.
Additionally, anthropomorphism enhances the relationship between social
cognition and psychological ownership, which in turn influences customer
responses such as attitudes and revisiting intentions. Furthermore, the design of
robotic chefs with anthropomorphic features has been found to positively affect
customers' food quality prediction, highlighting the importance of promoting
anthropomorphic elements in advertisements for restaurants featuring robotic
chefs. These findings suggest that incorporating anthropomorphism in AI
restaurant settings can have positive effects on customer engagement,
acceptance, and responses.
Social influence
According to the AIDU model, when consumers use AI technology in
interactions related to hospitality services, social impact is the main factor
influencing their decisions. As such, people's decisions on the usage of AI tools are
influenced by the customs, attitudes, and behaviors of their social circles (Lu et

al., 2019). Consumer perceptions of AI products are positively impacted by this
positive social influence (Lin et al., 2020). Furthermore, given their wider societal
characteristics, customers' performance expectations with regard to the use of AI
devices in hotel services may surface (Ameen et al., 2021). Customers are more
likely to choose to use AI devices, for example, if their social network is a positive
consideration when assessing the application of AI technologies in hospitality
service interactions. Furthermore, customers in societies where there is a strong
tendency to avoid ambiguity are inclined to depend on the viewpoint and
cognitive beliefs of their peer group.
Cultural differences are a significant factor in determining how individuals
or groups view this technology. Nonetheless, researchers Althuizen (2018) and
Jahan et al. (2020) claim that when consumers lack the knowledge needed to
make wise selections, they turn to their social networks for guidance. Because AI
tools and related technology use are relatively new, most clients in the South
Asian hospitality and tourism business, especially in Bangladesh, might not have
the knowledge and skills to decide whether or not it is appropriate to accept and
use AI services. Nonetheless, a lot of experts think that a community's beliefs,
opinions, and attitudes have a big influence on how each individual member of
the community interprets and responds to AI services (Gursoy et al., 2019).
The consumer is expected to appreciate recommendations from social
groups about the use of AI devices in the delivery of hospitality services because
of the different aspects of these services (Chi et al., 2020). Customers would feel
less effort when using AI tools during service encounters if their social network

had a positive attitude toward user-friendly AI equipment. As a result, the
previous conversation can be used to develop the following hypothesis
Facilitating Conditions
According to Davis, F. D. (2020), facilitating conditions are like the helping
hands or favorable circumstances that make it easier for people to do something
or reach their goals. These could be things like having the right tools, support
from friends or colleagues, or a conducive environment. Essentially, they're the
factors that smooth the path and increase the chances of success.
Facilitating condition plays a significant role in the implementation and
continuance of AI systems in restaurants. The literature highlights the importance
of facilitating condition in enhancing efficiency and user intention to continue
using AI-based systems in private higher learning institutions. AI technologies
such as chatbots, virtual assistants, and predictive analytics are being utilized in
the restaurant industry to increase productivity, streamline processes, and
improve customer satisfaction. These AI systems assist in creating personalized
menus based on consumer preferences and purchase history, collecting
purchases, responding to inquiries, and making tailored recommendations. The
introduction of humanoid robots in restaurants is also being explored, with
studies analyzing people's opinions on human-robot interaction in the dining
experience. Overall, facilitating condition is crucial for the successful
implementation and acceptance of AI technologies in the restaurant industry.

CONCEPTUAL FRAMEWORK
Below is the conceptual framework depicting research records, along with
associated models and dimensions of quick service restaurant using artificial
intelligence, aligned with the Wang model (2012).
Performance Efficiency
THE IMPACT OF
Intrinsic motivation Service Quality SERVICE QUALITY
Customer Satisfaction USING ARTIFICIAL
Anthropomorphism
INTELLIGENCE IN
Social influence QUICK SERVICE
Figure 1: Conceptual model of research
RESTAURANT
Facilitating conditions
This model is visualization of the impact of service quality using artificial
intelligence in quick service restaurant proposed by the research framework. The
demographic profile, sex and name of the quick service restaurant, as well as the
technology competence of the customer show the acceptance of artificial
intelligence`s performance efficiency, anthropomorphism, social influence,
facilitating conditions and customer satisfaction. The satisfaction of the
customers will verify through answering questionnaire that is relevant to the topic
of the research and focuses on the real-life experiences of the respondents. A
survey questionnaire will serve to investigate the effects of self-service
technologies as well as customer experiences through the fast food restaurants.
STATEMENT OF THE PROBLEM

This study seeks to determine the sentiments of respondents regarding
the service quality of artificial intelligence and their level of customer satisfaction.
It endeavors to address the following:
1. How may the demographic profile of the respondents be described in
terms of?
1.1 Sex
1.2 Age
1.2 Name of the quick service restaurant
1.3 Technology competence
2. How may the service quality and artificial intelligence be described in terms
of?
2.1 Performance efficacy
2.2 Intrinsic motivation
2.3 Anthropomorphism
2.4 Social influence
2.5 Facilitating Conditions
3. Is there significant relationship between respondent profile and service
quality and artificial intelligence?
HYPHOTHESIS
H1. There is a significant relationship between respondent profile and
service quality and artificial intelligence.
SIGNIFICANCE OF THE STUDY

The following may benefit from this research:
Fast-food staff. This could potentially improve organizational efficiency by
directing attention to areas of higher performance.
Customer. Customers utilizing self-service technology to make purchases
via artificial intelligence are immediately satisfied with the technology.
Future researchers. The discoveries of this study can serve as a blueprint
for future researchers, utilizing the information, components, and revelations
outlined in this paper.
SCOPE AND DELIMITATION
The aim of this study is to ascertain the impact of service quality using
artificial intelligence in quick service restaurant. In order to measure a
phenomenon and make a conclusion, quantitative methods use formal processes.
This approach is best for achieving the goals of this study since it uses numerical
data to measure the phenomenon.
(Harrison et al., 2020).
This study seeks to determine how customers feel about the service
quality of artificial intelligence and how satisfied they are with it. The researchers
set the boundaries for the location when executing the survey.
DEFINITION OF TERMS
To facilitate comprehensive understanding of the research endeavor, the
following terms was used conceptually and operationally:

Service Quality - According to berry, L. L., Zeithaml, V. A., and
Parasuraman, A. (2018). The extent to which a service fulfills or goes beyond the
expectations of the client is referred to as service quality. It involves a number of
elements, including tangibles, certainty, responsiveness, empathy, and
dependability. Customer loyalty and satisfaction are directly correlated with
service quality.
Artificial intelligence (AI) - as stated by Russell, S., & Norvig, P. (2016), the
term artificial intelligence (AI) describes how machines that have been taught to
think and behave like humans can simulate human intelligence. Artificial
Intelligence (AI) is the application of several techniques, including robotics,
computer vision, natural language processing, and machine learning, to make
robots capable of activities that normally require human intelligence.
Quick Service - According to the National Restaurant Association, quick
service is generally used to describe a kind of restaurant or food facility that is
renowned for its prompt and effective service; rapid-serve or fast food chains are
frequently connected with this term. These places a high value on serving clients
quickly; often, they provide pre-made or rapidly assembled meals that patrons can
take away right away.
Customer Satisfaction - According to Oliver, Robert L. (2018), customer
satisfaction is the degree to which clients are happy with the goods, services, or

encounters they have with a company. It represents how consumers feel about a
specific product or service in terms of its quality, value, and overall experience.
Performance Efficacy - In line with Mackenzie and Tan (2019), performance
efficacy denotes the capacity of a system, product, or procedure to efficiently and
effectively accomplish its intended aims or objectives. This entails the degree to
which desired results are attained within defined limitations like time, resources,
or quality criteria. Essentially, it gauges the proficiency of a specific entity in
delivering the sought-after outcomes.
Intrinsic Motivation – According to Ryan, R. M. (2018), the term "intrinsic
motivation" describes the inner desire or need to do something for its own sake
as opposed to seeking out benefits or incentives from other sources. It has to do
with one's own fulfillment, fun, or interest in the activity itself.
Anthropomorphism - According to Epley (2020), anthropomorphism is the
idea that non-human entities, such as animals, objects, or natural occurrences,
have human-like traits, feelings, or intentions. It entails understanding or
characterizing these things in terms of characteristics or actions of people.
Social Influence - According to Cialdini (2018), social influence is the
process through which people or groups have an impact on the attitudes, actions,
or beliefs of others. It can happen via a number of strategies, including
socialization, persuasion, obedience, and compliance.

Facilitating Conditions - According to Venkatesh (2017), facilitating
conditions are elements or situations that make it simpler for people to carry out
a specific behavior or action. These prerequisites may include having access to
systems of support, information, tools, and resources that help people get
beyond challenges and accomplish their goals.
ACRONYMS
AI - Artificial Intelligence
QSR – Quick Service Restaurant
AIDUA – Artificial Intelligent Device Use Acceptance

Chapter 2
RESEARCH DESIGN
The researcher employed a descriptive method that aligned with the
intended objective, which was to assess the feasibility of service quality using
artificial intelligence in quick service restaurant.
A recommended study method for completing the research involves
utilizing quantitative analysis to gather numerical data and then categorizing
them into groups or describing specific phenomena using well-defined
investigative strategies, (Mitchell,2015). To ensure that every member of the
population has an equal chance of being picked, random sampling is employed in
this study to choose a sample from a bigger population.
RESPONDENTS OF THE STUDY
The research project encompassed 384 participants from the customer
base of Jollibee Marquee Mall in Angeles City, Pampanga. Rao Soft methodology
was utilized to ascertain the precise number of respondents within the broader
population of Angeles City, Pampanga. In order to ensure the accessibility and
availability of data, the researchers opted to engage the patrons of Jollibee
Marquee Mall as participants in the study. This decision was made based on the
necessity of maintaining the study's continuity, with accessibility to data and
information being primary considerations in participant selection.

RESEARCH INSTRUMENT
The researchers concentrated on fast-food chains such as Jollibee, which
employ artificial intelligence, employing a quantitative research method. They
administered a survey using a questionnaire split into four pages and two
sections, commencing with a letter outlining the survey's objective.
The first part of the questionnaire collected socio-demographic data such
as age, gender, and how do they often visit quick service restaurant such as
Jollibee, while the second part prompted respondents to evaluate elements like
technology competence, Performance Efficacy, Intrinsic Motivation,
Anthropomorphism, Social Influence, and Facilitating Conditions by marking
checkboxes provided.
ETHICAL CONSIDERATION
Respondents were informed that their information would solely be used
for the study, kept confidential, and utilized exclusively for scientific research
purposes. Clear and comprehensive instructions were provided initially to ensure
respondents were fully aware of their participation.
In Gomez et al.'s (2022) study on Customer Satisfaction and Technology
Acceptance Towards Self-Ordering Kiosks: A Cross-Sectional Study, participants
provided informed consent before engaging in the survey process. Additionally,
the survey upheld the privacy and confidentiality of the gathered data. Consent

from informed participants included considerations such as the research purpose,
respondent data usage, participation type, and privacy protection.
DATA COLLECTION
To obtain further information about the impact of artificial intelligence on
service quality in quick service restaurants, a survey questionnaire was used for
data gathering. The first case involved arranging with the respondents for data
collecting to occur in their place of employment. The research consultants
checked the accuracy of assertions in a survey questionnaire that the researchers
had produced. A permission to conduct the study was also needed before the
questionnaire could be distributed. The respondents' distribution of the
questionnaire was the next step in gathering the required data. Once all of the
questionnaire responses had been gathered, the statistician computed them all,
and the results were suitably assessed.
STATISTICAL TREATMENT OF DATA
To facilitate the systematic flow of the data analysis, the following statistical
tools were utilized:
1. In gathering the descriptive rating of Service Quality and Artificial
Intelligence in Quick Service Restaurant, the weighted mean computation
was used.
2. To determine the assessment of the factors that were considered in the
description of quick QSR on Service Quality and Artificial Intelligence, a

four-point Likert Scale was applied. This was used in analyzing the
attitudes of options of the respondents, which were described using the
five-point scale value and the conversion on the qualified weighted mean
in to a descriptive rating given below.
Scale Value Range Interval Description
4 3.26–4.00 Strongly Agree
3 2.51–3.25 Agree
2 1.76–2.50 Disagree
1 1.00–1.75 Strongly Disagree
Formula
Pearson-r Correlation
= correlation coefficient
= values of the x-variable in a sample
= mean of the values of the x-variable
= values of the y-variable in a sample
= mean of the values of the y-variable

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The Impact of Service Quality Using Artificial Intelligence

THE IMPACT OF SERVICE QUALITY USING ARTIFICIAL INTELLIGENCE IN QUICK

Presented to the Faculty of College of Hospitality Management

Don Honorio Ventura State University

In Partial Fulfilment of the Requirements for the Degree of

Bachelor of Science in Hospitality Management

Padilla, Rose Ann B.

Quiambao, Sheena Mae M.

DON HONORIO VENTURA STATE UNIVERSITY 1

THE PROBLEM AND ITS BACKGROUND

In a time when technology is developing quickly, companies in all

where success is largely determined by efficiency and customer experience.

Artificial intelligence (AI) technologies have presented QSRs with a promising

opportunity to transform their business models and achieve previously unheard-

of levels of service quality.

Artificial intelligence has emerged as the most significant technology

advancement in business in recent years. Machine learning includes artificial

enormous opportunity. In order to be competitive, restaurant franchises must

embrace technology, as customers are becoming increasingly captivated with

digital platforms. Artificial intelligence will enhance offerings, streamline

operations, and boost customer satisfaction in fast service restaurants. The

financing, and inventory management is a party to the dispute. Technology is

DON HONORIO VENTURA STATE UNIVERSITY 2

service by reducing the role of human beings.

underestimate the enormous amount of background data that is hard to replicate

in machines. The complexity and subjectivity of human emotions make it difficult

to simulate them (Zhihong Zeng et al., 2009; Laurence Devillers, Laurence

Vidrascu, Lori Lamel, 2005). Nevertheless, when using a machine learning

humans, but these annotations are typically erratic.

According to earlier research, people's faith in robots is largely influenced

by their dependability and functionality (Tussyadiah et al., 2020). Furthermore,

there is a favorable correlation between tourists' intentions to employ robots and

their level of functionality and reliability (Tussyadiah et al., 2017). Respondents'

they view a potential supplier of a specific tourism/hospitality service (a robot or a

According to Ivanov et al., there is a positive correlation between the

benefits of having robots instead of human employees. The negative impact of

the perceived disadvantages of having robots is mitigated when the regression

DON HONORIO VENTURA STATE UNIVERSITY 3

hospitality industries due to technological advancements (Mihelj et al., 2019) and

available for service businesses. Here, we go over the usage of robots in

major streams of literature to investigate the customer experience with robotic

(e.g., Parasuraman, 2017).

DON HONORIO VENTURA STATE UNIVERSITY 4

based on a thorough review of the literature, we presented and supported our

may affect consumers' educational.

Additionally, since service encounters typically necessitate communication

between clients and providers, service robots are frequently programmed to

interact socially by speaking in human languages, for example, enabling people to

robot interaction can be defined as people's perception of meaningful

human-robot interactions has been investigated in the literature that is currently

quality of customer-robot interactions has received very little attention. In this

study, customer-robot interaction quality is defined as the perceived level of

excellence regarding the interaction between a service robot and a customer

definition of interaction quality, which refers to customers' perceptions of the

new perspective to the existing literature by examining the antecedent role of

customer-robot interaction quality in affecting the relationships proposed in the

DON HONORIO VENTURA STATE UNIVERSITY 5

technology acceptance model and the positive outcome of customer-robot

rapport. This is because it is unclear whether the quality of customer-robot

interaction can influence customers’ responses to service robots and

subsequently facilitate the building of customer-robot rapport, especially in a

to building relationships with customers, which suggests the possibility that

customers’ willingness to build relationships with a service robot can be another