機器人服務員的出現：以菲律賓Jollibee(快樂蜂公司)的Jollibot研究案為例

Abstract

This research examines the impact of service robots in the Quick Service Restaurant (QSR) industry in the Philippines, focusing on Jollibee Food Corporation’s Jollibot. Despite the low labor costs in the country, there is a growing recognition of robotics and AI across various sectors. Using a qualitative case study approach, the study investigates Jollibot’s effects on financials, operations, employee satisfaction, and customer experience through onsite observations at branches with and without Jollibot, and interviews with relevant stakeholders. The research utilizes the Service Quality Model to evaluate Jollibot's perceived service quality. Findings indicate that while robotic technology has the potential to revolutionize the QSR industry, offering operational optimization, enhanced customer engagement, and improved employee morale, there are significant limitations. Jollibot’s inability to serve multiple tables simultaneously and the physical layout constraints of branches limited its productivity and efficiency compared to human staff. Despite initial high investment costs, Jollibot offers a cost-effective solution to the high turnover rates in QSRs by reducing the need for constant rehiring and retraining. Employee satisfaction remains stable due to reduced workloads and opportunities for skill enhancement and career growth. The introduction of service robots does not lead to job displacement but promotes human-robot collaboration. Customer experience is generally enhanced with the use of Jollibot, although there are areas for improvement in personalization. The study provides valuable insights for business owners aiming to optimize operations, engage customers better, and boost employee morale through the integration of robotic technology in the QSR industry.

This research examines the impact of service robots in the Quick Service Restaurant (QSR) industry in the Philippines, focusing on Jollibee Food Corporation’s Jollibot. Despite the low labor costs in the country, there is a growing recognition of robotics and AI across various sectors. Using a qualitative case study approach, the study investigates Jollibot’s effects on financials, operations, employee satisfaction, and customer experience through onsite observations at branches with and without Jollibot, and interviews with relevant stakeholders. The research utilizes the Service Quality Model to evaluate Jollibot's perceived service quality. Findings indicate that while robotic technology has the potential to revolutionize the QSR industry, offering operational optimization, enhanced customer engagement, and improved employee morale, there are significant limitations. Jollibot’s inability to serve multiple tables simultaneously and the physical layout constraints of branches limited its productivity and efficiency compared to human staff. Despite initial high investment costs, Jollibot offers a cost-effective solution to the high turnover rates in QSRs by reducing the need for constant rehiring and retraining. Employee satisfaction remains stable due to reduced workloads and opportunities for skill enhancement and career growth. The introduction of service robots does not lead to job displacement but promotes human-robot collaboration. Customer experience is generally enhanced with the use of Jollibot, although there are areas for improvement in personalization. The study provides valuable insights for business owners aiming to optimize operations, engage customers better, and boost employee morale through the integration of robotic technology in the QSR industry.