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

Yıl 2021, Cilt: 2 Sayı: 4, 93 - 105, 29.12.2021

İbrahim Aydın

https://doi.org/10.51727/tbj.1025863

Cited By: 2

Öz

Teknolojik gelişmelerin bir yansıması olan robotlar, insan garsonların yerine daha etkin ve verimli iş gücü, daha az hizmet hatası amaçlarıyla kullanılmaktadır. Bu çalışmanın amacı restoranlarda robot garson kullanım arzusunun, ağızdan ağıza iletişim ve müşterilerin robot garson kullanım tutumu üzerindeki etkisini araştırmaktır. Çalışmada robot garson kullanım tutumunun ağızdan ağıza iletişim üzerindeki doğrudan etkisi ve robot garson kullanım arzusunun, robot garson kullanım tutumu aracılığıyla ağızdan ağıza iletişim üzerindeki dolaylı etkisi de araştırılmıştır. Çalışmanın örneklemini Türkiye’de yaşayan 316 kişi oluşturmaktadır. Çalışmanın örneklemine online anket ve kartopu örnekleme yöntemiyle ulaşılmıştır. Elde edilen verilen analizinde yapısal eşitlik modellemesi kullanılmıştır. Çalışmadan elde edilen sonuçlara göre, robot garson kullanım arzusunun, robot garson kullanım tutumu ve ağızdan ağıza iletişim üzerinde doğrudan olumlu etkisi bulunmaktadır. Ayrıca robot garson kullanım arzusunun, robot garson kullanım tutumu aracılığıyla ağızdan ağıza iletişim üzerinde dolaylı ve olumlu etkisi bulunmaktadır. Robot garson kullanım tutumunun ağızdan ağıza iletişim üzerinde doğrudan olumlu etkisi olduğu sonucuna da ulaşılmıştır. Robot garson kullanım arzusunun hem robot garson kullanım tutumu hem de ağızdan ağıza iletişim üzerinde olumlu etkisinin olması, robot garson kullanım arzusunun oluşturulmasının restoranlar için oldukça önemli olduğunu göstermiştir. Robot garson kullanım arzusunun oluşturulması için pazarlama iletişimi faaliyetlerinin etkin şekilde kullanılması faydalı olacaktır.

Anahtar Kelimeler

Robot Garson, Kullanım Arzusu, Ağızdan Ağıza İletişim

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

Öz

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.

Anahtar Kelimeler

Robot Waiter, Usage Desire, Word of Mouth Communication

Kaynakça

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