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

doi:10.1080/19368623.2025.2481904

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

Research output: Journal article publication › Journal article › Academic research › peer-review

Abstract

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.

Original language	English
Journal	Journal of Hospitality Marketing and Management
Early online date	Mar 2025
DOIs	https://doi.org/10.1080/19368623.2025.2481904
Publication status	Published - Mar 2025

Keywords

co-creation
consumer citizenship behavior (CCB)
consumer participation behavior (CPB)
customer value
customers value co-creation behavior (CVCB)
Innovation
innovativeness
robot-assisted restaurant

ASJC Scopus subject areas

Management Information Systems
Tourism, Leisure and Hospitality Management
Marketing

More information

10.1080/19368623.2025.2481904

Cite this

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title = "Drivers of and barriers to customer value co-creation behaviors in the robot-assisted restaurant context",

abstract = "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.",

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KW - consumer participation behavior (CPB)

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Drivers of and barriers to customer value co-creation behaviors in the robot-assisted restaurant context

Abstract

Keywords

ASJC Scopus subject areas

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