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Exploring the critical attributes of robot chef restaurants and their impact on customer perceived value: a mixed-methods study

Jinhong Gong (College of Humanities and Law, South China Agricultural University, Guangzhou, China)
Xinhua Guan (School of Culture Tourism, Guangdong University of Finance and Economics, Guangzhou, China)
Tzung-Cheng Huan (Department of Marketing and Tourism Management, National Chiayi University, Chiayi, Taiwan)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 26 September 2024

215

Abstract

Purpose

This study aims to explore the key attributes of robot chef restaurants and their influencing factors from the perspective of customers and analyzes how these key attributes affect customer perceived value.

Design/methodology/approach

A mixed-methods research design was used in this study. Using 473 online reviews and ratings (Study 1), the research summarized customers’ evaluations on three types of attributes (environment, service and food) and identified the key attributes along with their influencing factors. Subsequently, through field questionnaires (Study 2) involving 269 actual customers, structural equation modeling was used to analyze how the identified key attributes and their influencing factors impact customer perceived value.

Findings

This study reveals that customers in robot chef restaurants prioritize food attributes, particularly valuing food authenticity alongside food quality. In contrast to traditional restaurants, customers’ evaluations of food attributes in robot chef restaurants are significantly influenced by the competence of robot chefs. Notably, customers’ negative attitudes toward robots diminish the positive effects on both food quality and food authenticity.

Practical implications

To enhance customer perceived value, robot chef restaurants should concentrate on food attributes. They can achieve this by fostering a high-quality, authentic food experience through the elevation of robot chefs’ competence and by providing customer education.

Originality/value

This study expands research on the customer experience in robotic restaurants by proposing an integrated model determining factors that affect the perceived customer value.

Keywords

Acknowledgements

Funding: This study was supported by grants from the National Natural Science Foundation of China (to X. Guan.) (No.72472033), the Ministry of Education, Humanities and Social Sciences Research Project (to X. Guan.) (No. 23YJA630028), and Philosophy and Social Sciences Planning Project of Guangdong Province (to X. Guan.) (No. GD23YGL11) and (to J. Gong.) (No. GD24CGL20).

Citation

Gong, J., Guan, X. and Huan, T.-C. (2024), "Exploring the critical attributes of robot chef restaurants and their impact on customer perceived value: a mixed-methods study", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-02-2024-0242

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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