A projective approach to understanding the Generation Z’s experience with service robots in restaurants

Purpose This study aims to investigate Generation Z’s perception of and experience with restaurant service robots. Design/methodology/approach Established on the servicescape theoretical framework and following Zaltman Metaphoric Elicitation Technique, 34 in-depth interviews were conducted with Generation Z consumers. Findings The results showed that Generation Z consumers had a generally positive attitude toward the usage of service robots in restaurants. Research participants also indicated aspects that can be improved: the service robot’s appearance design and functionality, and the human service facilitating the robotic service process. Research limitations/implications This paper provides a holistic understanding of the Generation Z’s mind maps about robot service restaurants presenting practical suggestions for restaurants. Practical implications This research offers an in-depth understanding of how the young consumption power perceives and expects the innovative service robots employed in restaurants. The research findings provide industry practitioners with timely guidelines to improve the usage of robotic services in restaurants to satisfy the emerging consumer group of Generation Z. Originality/value The current research contributes to the servicescape literature by extending this long-standing theory to the emerging robotic service contexts for updating discoveries. Particularly, the study focuses on the young consumers of Generation Z, shedding lights on the generational cohort research.