Pittinun Puntha
Papers
1
Total Citations
51
H-Index
1
About
Dr. Pittinun Puntha is a pioneering researcher at the intersection of technology adoption, consumer behavior, and hospitality innovation. Her work primarily explores how emerging technologies—particularly robotics and automation—reshape consumer expectations and spending habits in service environments. Her most cited study, "You don’t have to tip the human waiters anymore, but … Unveiling factors that influence consumers’ willingness to pay a price premium for robotic restaurants" (2022, 51 citations), is a landmark contribution that simultaneously examines demographic, psychographic, and situational drivers behind customers’ readiness to pay more for robotic dining experiences. By segmenting consumers into positive, neutral, and negative willingness-to-pay profiles, Puntha provides actionable insights for restaurateurs and tech developers navigating the shift toward automated service. Her research bridges theoretical frameworks in technology acceptance with practical marketing strategies, offering a nuanced understanding of how price sensitivity interacts with novelty and convenience. With growing citations reflecting the accelerating interest in AI-driven hospitality, Puntha’s work is essential reading for scholars and practitioners seeking to design profitable, consumer-friendly robotic service models. Her findings challenge assumptions about tipping culture and highlight the psychological barriers and incentives shaping the future of dining.
Research Focus
Key Achievements
Top Papers
- 1