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The service digitalization in fine-dining restaurants: a cost-benefit perspective

Tan Vo-Thanh (Department of Marketing, CERIIM and CEREGE (EA 1722), Excelia, La Rochelle, France)
Mustafeed Zaman (Department of Marketing, Métis Lab, EM Normandie Business School, Le Havre, France)
Rajibul Hasan (Department of Marketing, School of Business, Maynooth University, Maynooth, Ireland)
Shahriar Akter (School of Business, Faculty of Business and Law, University of Wollongong, Sydney, Australia)
Thac Dang-Van (School of International Business, Xiamen University Tan Kah Kee College, Zhangzhou, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 7 March 2022

Issue publication date: 24 August 2022

1061

Abstract

Purpose

This study aims to examine the perceived value of service digitalization in fine-dining restaurants in France. No study exists on this topic, and its aim is to address this research gap. To do so, a conceptual framework of the perceived benefits and costs of the service digitalization was developed. This study also provides actionable recommendations for fine-dining restaurant managers to create and manage an optimized fine-dining experience for their customers.

Design/methodology/approach

To obtain in-depth information, the authors opted for a qualitative research approach. The authors interviewed 24 fine-dining restaurant managers (listed in the Michelin Guide) and 29 customers of fine-dining restaurants using a video titled “The Restaurant of the Future.”

Findings

The findings underline the perceived benefits and costs of service digitalization for both restaurant managers and their customers. This study highlights that fine-dining restaurants are highly experience-centric compared to other types of restaurants and recommends which services should be digitalized and which should not be to create and manage experiences throughout the customer journey.

Practical implications

This research provides restaurants with actionable recommendations in terms of service digitalization to enhance customers’ fine-dining experiences.

Originality/value

This research fills a gap by proposing a conceptual framework to examine the digitalization of services in fine-dining restaurants.

Keywords

Citation

Vo-Thanh, T., Zaman, M., Hasan, R., Akter, S. and Dang-Van, T. (2022), "The service digitalization in fine-dining restaurants: a cost-benefit perspective", International Journal of Contemporary Hospitality Management, Vol. 34 No. 9, pp. 3502-3524. https://doi.org/10.1108/IJCHM-09-2021-1130

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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