AI robots over sommeliers? Exploring the service provider effect on diners’ wine ordering decisions at restaurants

Wine purchases can be uncomfortable for many restaurant consumers. This research investigates the service provider’s effect on diners’ behavioral intentions after ordering wine, conditioned by the relationship closeness of dining companions. Findings from two studies suggest that sommeliers (vs. service robots) elicit greater discomfort, which leads to weaker behavioral intention when consumers order wine in front of distant companions. Conversely, sommeliers (vs. service robots) evoke stronger trust and more positive behavioral intention when dining with close companions. When dining with distant companions, the negative effect of sommeliers (vs. service robots), mediated by discomfort, only affects consumers with low self-esteem. With close companions, the positive impact of sommeliers (vs. service robots), mediated by trust, is observed only among consumers with low levels of wine knowledge. This research extends literature on AI applications in hospitality services and provides solutions for the wine ordering dilemma in restaurants. •Service robots (vs. sommeliers) induce less discomfort when ordering wine with distant companions.•Sommeliers (vs. service robots) inspire greater trust when ordering wine with close companions.•When dining with distant companions, self-esteem moderates the mediating effect ofdiscomfort.•When dining with close companions, wine knowledge moderates the mediating effect of trust.