Title: Factors determining willingness to choose hospitality services with robots in the era of Service Encounter 2.0: mediating role of value co-creation

Authors: Arun Mittal; Nirmal Singh; D.D. Chaturvedi; Ravinder Rena

Addresses: Birla Institute of Technology (Mesra Ranchi), Off Campus Noida, Noida, 201301, India ' Sri Guru Gobind Singh College of Commerce, University of Delhi, New Delhi, 110034, India ' Sri Guru Gobind Singh College of Commerce, University of Delhi, New Delhi, 110034, India ' DUT Business School, Faculty of Management Sciences, Durban University of Technology, ML Sultan Campus, P.O. Box: 1334, Durban, 4001, Republic of South Africa

Abstract: Technology-driven service execution is known as Service Encounter 2.0. We examined the impact of selected constructs of "Technology Acceptance Model" (TAM) and "Stimulus Organism and Response" (SOR) theory on "Willingness to Choose Restaurant or Hotel" with Service Robots (WCSR)" in hospitality. With a descriptive approach, we collected data from 316 Zillennials (late Millennials and early Generation Z). The analysis was carried out using multivariate statistical techniques. It was found that social influence (SI) significantly influences attitude (ATT) and perceived usefulness (PU). perceived enjoyment (PE) influences value co-creation (VCC) and ATT. perceived trust (PT) influences VCC, ATT and PU; these three variables influence the WCSR. Also, VCC partially mediates the relationship between ATT & WCSR and PU and WCSR. These results provide valuable input for service managers in designing and customising their service to enhance customers' willingness to choose their restaurant.

Keywords: VCC; value co-creation; hospitality industry; Service Encounter 2.0; Zillennials; attitude; willingness to choose restaurant; service robots.

DOI: 10.1504/IJSOI.2025.152335

International Journal of Services Operations and Informatics, 2025 Vol.13 No.2/3/4, pp.99 - 126

Received: 15 Oct 2024
Accepted: 14 May 2025
Published online: 16 Mar 2026 *

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