The Impact of Service Quality on Perceived Value, Image, Satisfaction, and Revisit Intention in Robotic Restaurants for Sustainability

Abstract

Adoption of the use of robots in the foodservice industry has increased, and research in the quality of service provided by robots is required. Our research objective is to determine interrelationships among service quality, perceived value, restaurant image, satisfaction, and revisit intentions among customers at robotic restaurants. Data collection was conducted, with 342 South Korean restaurant consumers considered suitable to offer accurate responses to the survey questions. An online survey was employed to examine hypothesized relationships. Data analysis used descriptive statistics, confirmatory factor analysis, and structural equation modeling. Three dimensions of service quality (atmosphere quality, food quality, and interaction quality) at robotic restaurants were critical for higher perceived value by diners at robotic restaurants. Perceived value increases robotic restaurant image, customer satisfaction, and customer revisit intention. Additionally, findings reveal that robotic restaurant image is a positive predictor of satisfaction, and that satisfaction is a positive predictor of revisit intention. Robotic restaurants have become pervasive in hospitality service environments. Accordingly, theoretical and empirical findings about multiple dimensions of service quality in this context likely will be of interest to marketing researchers and practitioners for sustainable restaurant business.