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About

Ja Young Choe is a prominent hospitality and service management researcher whose work sits at the dynamic intersection of robotics, technology adoption, and consumer behavior. Best known for her pioneering investigations into robotic service environments, Choe has made substantial contributions to understanding how customers perceive, engage with, and develop loyalty toward both human and robot service providers across restaurants, coffee shops, and airlines. Her most influential work, "Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?" (2021, 233 citations), established a foundational framework for comparing human and robotic service encounters through a brand experience lens. Building on this, her research applying consumer innovativeness to robotic restaurants (2020, 113 citations) further illuminated how individual consumer traits shape technology acceptance in hospitality settings. Choe has consistently drawn on established theoretical frameworks — including the Technology Acceptance Model and the Theory of Planned Behaviour — to ground her empirical findings in rigorous conceptual structure. With a growing body of work accumulating nearly 500 citations, Choe's research has become essential reading for scholars and practitioners navigating the rapid integration of service robotics into the hospitality industry, offering actionable insights into consumer psychology, brand strategy, and the future of human-robot service dynamics.