Max Robotics — Global Service Robot Directory + US Certification

About

Hyeon-Mo Jeon is a pioneering researcher in the field of hospitality technology and consumer behavior, with a particular focus on robotic service innovation in the food and beverage industry. His work sits at the intersection of service automation, customer experience, and emerging contactless technologies — areas that gained enormous relevance during the COVID-19 pandemic. Jeon is best known for his groundbreaking studies on robot barista coffee shops in South Korea, examining how consumers perceive, emotionally respond to, and ultimately accept automated service encounters. His 2020 paper on "Untact" service adoption attracted 82 citations, establishing foundational insights into the antecedents of robot acceptance in restaurant settings. His follow-up research explored how experiential value, brand love, and loyalty intersect with generational differences in shaping consumer attitudes toward robotic services, accumulating 64 citations and further cementing his expertise. Across his body of work, totaling over 200 citations, Jeon has consistently demonstrated how novelty, satisfaction, and emotional storytelling drive behavioral intentions in technology-driven hospitality environments. His research offers invaluable guidance for food service operators navigating the rapidly evolving landscape of service automation and post-pandemic consumer expectations.