Keywords
service robot, social cues, customer-to-customer interactions, emotion, restaurant
Abstract
The rise of service robots (SRs) is reshaping service delivery, particularly in the dining sector where guiding and delivering robots are increasingly prevalent. However, understanding how customers interact with SRs and respond to their social cues in the dining environment remains unclear and fragmented. This dissertation aims to bridge this gap by comprehensively understanding the social cues of SRs and their influences on customer behaviors. Specifically, the objectives are to (1) understand prominent social cues and customer responses; (2) identify key SR-related social cues; (3) explore customer-SR interaction outcomes; (4) explain why certain social cues elicit particular customer responses; (5) examine the impacts of SRs’ social cues on customer behavioral intentions; and (6) analyze the underlying mechanisms driving the effect.
This dissertation employed a mixed-method approach guided by the realism paradigm. First, non-participant observations were performed at two casual dining restaurants to capture customer reactions to SRs. Built upon preliminary insights, in-depth interviews were followed to investigate the underlying mechanisms. 18 interviewees were recruited through convenience sampling and snowballing. An online scenario-based experimental study was conducted to test the moderated mediation model developed from qualitative findings. The main study (n=315) was analyzed using Hayes Process Model 7 in SPSS.
Qualitative findings uncovered the pivotal role of social cues in customer-SR interactions by highlighting that SRs’ appearance, content, voice qualities, kinesics, and proxemics are closely related to various customer emotions. A comprehensive understanding was developed, revealing the interplay relationships between SRs’ social cues, customer perceptions, cognitions, and emotions. The importance of customer-to-customer interactions (CCIs) was identified, indicating how emotional contagion influences diners’ experiences and behavioral intentions. Quantitative study further validated the effect of SRs’ social cues on customer responses, confirming that SRs exhibiting higher levels of responsiveness in their social cues reduced customers’ perceived indifference, enhancing customers’ electronic WOM intention. Such relationships were strengthened when companions displayed negative emotions. This dissertation theoretically contributes to the understanding of nuanced SRs’ social cues in human-robot interactions and extends the literature on CCIs. It also yields practical insights for restaurant management and SR manufacturing companies.
Completion Date
2025
Semester
Summer
Committee Chair
Wei, Wei
Degree
Doctor of Philosophy (Ph.D.)
College
Rosen College of Hospitality Management
Department
Hospitality Services
Format
Release Date
8-15-2026
Document Type
Dissertation
Campus Location
Rosen College of Hospitality Management
Subjects
Robotics--Social aspects; Human-robot interaction; Food service--Research; Restaurants--Social aspects; Hospitality industry--Research
STARS Citation
Cheng, Yusi, "Unlocking human-robot dynamics in restaurants: Exploring the mechanisms underlying the impacts of service robots’ social cues on restaurant customer behaviors" (2025). Graduate Thesis and Dissertation post-2024. 553.
https://stars.library.ucf.edu/etd2024/553
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