Figure 4
The flow starts with interventions comprising role cues, positioning cues, design cues, and communication cues. Role cues include server or waiter, chef or cook, host, companion, recommender, barista, and bartender. Positioning cues include functional versus social, warm versus competent, servant versus partner, and delivery versus entertainment. Design cues include automatic machine versus robot, humanoid versus non-humanoid, and congruent versus non-congruent. Communication cues include modality through voice versus touchscreen, language through formal or informal and literal or figurative, and cute versus mature voice. These intervention cues proceed to mechanisms comprising cognitive inferences and affective reactions. Cognitive inferences include warmth or competence, humaneness, effort, professionalism, intelligence, credibility, authenticity, congruity, and trust. Affective reactions include rapport, social presence, liking, connectedness, comfort, anxiety, creepiness, identity threat, reactance, and anger. Cognitive inferences and affective reactions then converge on value appraisals comprising utilitarian value and hedonic value. The mechanisms then lead to outcomes comprising evaluations, behavioural intentions, and relational or failure outcomes. Evaluations include satisfaction and price fairness. Behavioural intentions include revisit, W O M, purchase, co-creation, and W T P premium. Relational or failure outcomes include forgiveness and tolerance of failure. Contexts comprise venue type and task type. Venue type includes restaurant, coffee, and bar, while task type includes delivery, utility and social, and entertainment.Conceptual framework of robotized service encounters in F&B settings
Source: Developed by the authors