Shaping customer attitudes: the role of AI-driven robotic waiters in restaurant business

Haque, A. K. M. Ahasanul and Ahmad Suki, Amirah and Maruf, Tarekol Islam and Hossain, Md. Uzir and Md Kowsar, Ahmed (2026) Shaping customer attitudes: the role of AI-driven robotic waiters in restaurant business. International Journal of Hospitality and Tourism Systems, 19 (1). pp. 19-35. ISSN 0974-6250

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Abstract

This study looks into how user impressions and opinions of robotic waiters in the hotel sector change depending on AI-enable service quality. Using the ‘Technology Acceptance Model (TAM)’ and the ‘Information Systems (IS) Success Model’ as theoretical frameworks, a survey of 267 patrons of Kuala Lumpur was conducted. The research showed that perceived usefulness and perceived ease of use are much influenced by artificial intelligence-enhanced service quality. Though perceived ease of use had no appreciable effect on attitudes, perceived usefulness was found as a mediator in the link between service quality and attitudes toward using. The study also looked at how trust and anthropomorphism can moderate the favorable effects of perceived usefulness and service quality on user attitudes. It found that both factors increased these effects. These results highlight the need of trust, humanistic traits, and service quality in fostering positive opinions about artificial intelligence-enabled products. The work ends with discussing theoretical and pragmatic implications, acknowledging constraints, and suggesting directions for next investigations

Item Type:	Article (Journal)
Uncontrolled Keywords:	AI-Driven Service, Success Model, User Attitude, Anthropomorphism, Trust, Robotic Waiter
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	18 Mar 2026 14:56
Last Modified:	18 Mar 2026 14:56
Queue Number:	2026-03-Q2585
URI:	http://irep.iium.edu.my/id/eprint/127980

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