Jollibee's jollibots: The moderating role of anthropomorphism, perceived usefulness, and perceived intelligence on the relationship between service robot application and customer satisfaction

Date of Publication

8-11-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Interdisciplinary Business Studies

Subject Categories

Business | Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Dr. Harvey T, Ong

Dr. Manuel Tanpoco

Defense Panel Chair

Jessica S. Ranieses

Defense Panel Member

Rivka T. Nagtalon

Abstract (English)

The use of service robots, specifically those that aid in the daily operations of food businesses is an area that is still relatively novel. While there are a handful of local businesses that make use of these service robots. It must be said that the implementation of this type of technology is not a widespread practice yet. However, one example of a business that has decided to lead the way when it comes to incorporating service robots into its operations is Jollibee. To date, the brand currently has three branches that make use of these robots. This study will focus on one of Jollibee’s branches, specifically, the Jollibee Glorietta branch. The researchers aim to determine whether Anthropomorphism (p = 0.03176), Perceived Intelligence (p = 0.0059) and Perceived Usefulness (p = 0.0001) have moderating effects on the relationship between service robot application and customer satisfaction. To test for this, data was gathered by administering a total of 100 respondents. In terms of statistical treatment, a combination of simple linear and moderated regression was performed. With a P-value of 0.0001, the study found that the three moderating variables do indeed have a positive and significant impact on the relationship between service robot application and customer satisfaction. Additionally, the loglikelihood of the moderation of all three moderating variables was -118.27, indicating that all three moderating variables together are significant factors in determining customer satisfaction with service robot application. Conclusively, it is advisable to ensure that the service robot has features that increase its anthropomorphism, perceived intelligence, and perceived usefulness, to achieve customer satisfaction.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Customer services—Automation; Consumer satisfaction

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Embargo Period

8-10-2023

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