Relationship of AI-powered Robot Servers on Brand Trust: The Mediating Role of Service Reliability and Moderating Effect of Technological Readiness

This study explores how AI-powered robot servers affect brand trust with the mediation role of service reliability and moderating effect of technological readiness. The study aims to identify whether using AI-powered robot servers can improve service reliability and increase trust in the brand. Aiming to provide valuable insights for restaurant owners, AI developers, and future scholars on how technology can be used to improve service quality while maintaining customer trust and satisfaction. A quantitative research method was used, where survey questionnaires were distributed to customers who experienced AI-powered robot servers. The collected data were analyzed using Weighted mean, Pearson correlation, Mediation analysis, and Moderation analysis. The effect for AI-powered robot servers on brand trust (Path C), implies that the entire influence of AI-powered robot servers on brand trust is being channeled based on the improvement of service reliability. With the strong moderation effect of technological readiness, it implies that the level of technological readiness of a customer change on how the consumers interact and perceive the AI-powered robot servers in QSR. This means that when restaurants use AI-powered robot servers, customers see their services as more reliable and trustworthy especially when their technological readiness is high.