INVESTIGATION OF THE EFFECT OF ROBOT WAITER USAGE DESIRE ON WORD OF MOUTH COMMUNICATION AND ROBOT WAITER USAGE ATTITUDE IN RESTAURANTS


Creative Commons License

Aydın İ.

Turkish Business Journal, vol.2, no.4, pp.93-105, 2021 (Refereed Journals of Other Institutions)

  • Publication Type: Article / Article
  • Volume: 2 Issue: 4
  • Publication Date: 2021
  • Doi Number: 10.51727/tbj.1025863
  • Title of Journal : Turkish Business Journal
  • Page Numbers: pp.93-105

Abstract

Robots, which are a reflection of technological developments, are used instead of human waiters for a more effective and efficient workforce and less service failure. This study aims to investigate the effect of robot waiter usage desire on word of mouth (WOM) communication and robot waiter usage attitude of customers in restaurants. In the study, the direct effect of robot waiter usage attitude on WOM and the indirect effect of robot waiter usage desire (through robot waiter usage attitude) on WOM were also investigated. The sample of the study consists of 316 people living in Turkey. The sample of the study was reached by an online survey and snowball sampling method. Structural equation modeling was used in the analysis of the obtained data. According to the results obtained from the study, the desire to use the robot waiter has a direct positive effect on the attitude of using the robot waiter and WOM. In addition, the desire to use attitude robot waiter has an indirect and positive effect on WOM (through the use of robot waiters). It has also been concluded that the use of robot waiters has a direct positive effect on WOM. The fact that the desire to use the robot waiter has a positive effect on both the robot waiter usage attitude and WOM has shown that the creation of the robot waiter usage desire is very important for the restaurants. It is thought that effective use of marketing communication activities will be beneficial to create the desire to use a robot waiter.