Consumers’ Intentions to Utilize Service Robots in Restaurants and Cafes: Why some Embrace, while Others Avoid

The utilization of robotic technology in the service sector, particularly in restaurants and cafes, is an emerging technology that has not been widely implemented in Indonesia. Although Indonesia ranked third in technology capital, it is contrasting with the adaptive attitude (ranked 59th). Furthermore, studies that focus on factors influencing service robot utilization, especially from the Indonesian consumers’ perspectives, remain understudied. This exploratory study aims to delving into both, the driving factors and barriers, to utilize service robots in restaurant and cafes by employing behavioral reasoning theory model. Data were collected through semi-structured interviews with 24 informants who have (not) used service robots in restaurant or cafes. The study found (1) robot appearance, (2) unique services, (3) service reliability, (4) emotional satisfaction, and (5) hygiene to be the reasons for utilizing service robots. While the inhibiting factors, including (1) need for social presence, (2) privacy concerns, (3) lack of customer control, and (4) technological anxiety, are perceived as risks when being served by service robots. This study enhances understanding of consumers’ perspectives toward service robots and expands the reasoning theory literature as the study found noteworthy insights. The findings of this study are relevant for business practitioners who are willing to incorporate service robots into their services as it provides specific empirical data from customers’ points of view to optimize service robot utilization and improve their intention to visit the restaurant and cafes.