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: 1

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

• Albarq, A. N. (2014). Measuring the Impacts of Online Word-Of-Mouth on Tourists' Attitude and Intentions To Visit Jordan: An Empirical Study. International Business Research, 7(1), 14-22.
• Asif, M., Sabeel, M., Mujeeb-ur Rahman, K. Z. (2015). Waiter Robot-Solution to Restaurant Automation. In Proceedings of the 1st student multi disciplinary research conference (MDSRC), At Wah, Pakistan.
• Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., Sajjad, M. (2016). Online word-of-mouth Antecedents, Attitude and Intention-to-Purchase Electronic Products in Pakistan. Telematics and Informatics, 33(2), 388-400.
• Blythe, J. (2006). Essentials of Marketing Communications. Edinburgh: Pearson Education Limited.
• Breckler, S. J., Wiggins, E. C. (1989). On Defining Attitude and Attitude Theory: Once More with Feeling (407-427). Attitude Structure and Function. Ed. Anthony R. Pratkanis, Steven J. Breckler ve Anthony G. Greenwald. Psychology Press.
• Dibb, S., Simkin, L. (2013). Marketing Essentials. United Kingdom: Cengage Learning.
• Dülek, B.,Aydın, İ. (2020). Effect of Social Media Marketing On E-Wom, Brand Loyalty, and Purchase Intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 271-288.
• Fill,C., Turnbull, S. (2016). Marketing Communications Discovery, Creation and Conversations. Harlow: Pearson Education Limited
• Foroudi, P., Palazzo, M., Sultana, A. (2021). Linking Brand Attitude to Word-Of-Mouth and Revisit Intentions in the Restaurant Sector. British Food Journal, 123(13), 221-240.
• Garcia-Haro, J. M., Oña, E. D., Hernandez-Vicen, J., Martinez, S., Balaguer, C. (2021). Service Robots in Catering Applications: A Review and Future Challenges. Electronics, 10(1), 1-22.
• Grewal, D., Levy, M. (2017). Marketing. New York: McGraw-Hill Education.
• Gruen, T. W., Osmonbekov, T., Czaplewski, A. J. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59(4), 449-456.
• Hamdany, A. H. S., Albak, L. H., Al-Nima, R. R. O. (2019). Wireless Waiter Robot. TEST Engineering & Management, The Mattingley Publishing Co., Inc, 81, 2486-2494.
• Hennig-Thurau, T., Gwinner, K. P., Walsh, G., Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
• Hospitality & Catering news. (2019). Robot Waiters, It’s Happening Now and Coming to a Restaurant Near You Soon. https://www.hospitalityandcateringnews.com/2019/09/robot-waiters-happening-now-coming-restaurant-nearsoon/ Erişim Tarihi: 21.10.2021
• Hwang, J., Kim, H., Kim, W. (2019a). Investigating Motivated Consumer Innovativeness in the Context of Drone Food Delivery Services. Journal of Hospitality and Tourism Management, 38, 102-110.
• Hwang, J., Lee, J. S., Kim, H. (2019b). Perceived Innovativeness of Drone Food Delivery Services and Its Impacts on Attitude and Behavioral Intentions: The Moderating Role of Gender and Age. International Journal of Hospitality Management, 81, 94-103.
• Hwang, J., Park, S., Kim, I. (2020a). Understanding Motivated Consumer Innovativeness ın the Context of a Robotic Restaurant: The Moderating Role of Product Knowledge. Journal of Hospitality and Tourism Management, 44, 272-282.
• Hwang, J., Lee, K. W., Kim, D., Kim, I. (2020b). Robotic Restaurant Marketing Strategies in the Era of the Fourth Industrial Revolution: Focusing on Perceived Innovativeness. Sustainability, 12(21), 1-12.
• Hwang, J., Lyu, S. O. (2020). Relationships Among Green Image, Consumer Attitudes, Desire, and Customer Citizenship Behavior in the Airline industry. International Journal of Sustainable Transportation, 14(6), 437-447.
• Hwang, J., Kim, H., Kim, J. J., Kim, I. (2021). Investigation of Perceived Risks and Their Outcome Variables in the Context of Robotic Restaurants. Journal of Travel & Tourism Marketing, 38(3), 263-281.
• Ivanov, S. H., Webster, C., Berezina, K. (2017). Adoption of Robots and Service Automation by Tourism and Hospitality Companies. Revista Turismo & Desenvolvimento, 27(28), 1501-1517.
• Jalilvand, M. R., Samiei, N., Dini, B., Manzari, P. Y. (2012). Examining the Structural Relationships of Electronic Word Of Mouth, Destination Image, Tourist Attitude Toward Destination and Travel Intention: An Integrated Approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
• Kang, J. Y. M., Kim, E. (2012). e-Mass Customisation Apparel Shopping: Effects of Desire for Unique Consumer Products and Perceived Risk on Purchase Intentions. International Journal of Fashion Design, Technology and Education, 5(2), 91-103.
• Kapoor, R., Madichie, N. (2012). Consumer Behaviour: Text and Cases: Text and Cases. Noida: Tata McGraw-Hill,.
• Kerin, R. A., Hartley, S. W. (2017). Marketing. New York: McGraw-Hill.
• Kotler, P. Armstrong, G., Opresnik, M.O. (2018). Principles of Marketing. Pearson Education Limited.
• Lee, S. H., Noh, S. E., Kim, H. W. (2013). A Mixed Methods Approach to Electronic Word-Of-Mouth in the Open-Market Context. International Journal of Information Management, 33(4), 687-696.
• LondonlovesBusiness. (2019). London Restaurant Chain Becomes First in the UK and Europe to Hire a Robotic Waitress. https://londonlovesbusiness.com/london-restaurant-chainbecomes-first-in-the-uk-and-europe-to-hire-a-roboticwaitress Erişim Tarihi: 21.10.2021
• Parry, M. E., Yang, X., Takemura, M. (2021). The Impact of Social Motivations on Word-of-Mouth Generation by Japanese Consumers. Journal of International Consumer Marketing, 33(2), 115-136.
• Pride, W. M., Ferrell, O. C. (2019). Foundations of Marketing. Boston: Cengage Learning Inc.
• Perugini, M., Bagozzi, R. P. (2004). The Distinction Between Desires and Intentions. European Journal of Social Psychology, 34(1), 69-84.
• Stevens, J. (1996). Applied Multivariate Statistics for the Social Sciences. Mahwah, NJ: Lawrence Erlbaum.
• Tabachnick, B. G., Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson Education.
• Wen-Hai, C., Yuan, C. Y., Liu, M. T., Fang, J. F. (2019). The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth. Online Information Review, 43(5), 818-841.
• Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• Yazıcı Ayyıldız, A., Eroğlu, E. (2021). Restoranlarda Kullanılan Akıllı Teknolojiler ve Robot Restoranlar Hakkında Tripadvisor’da Yapılan Yorumların Değerlendirilmesi. Journal of Tourism and Gastronomy Studies, 9(2), 1102-1122.