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

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.