Abstract
Purpose The purpose of this study is to investigate the robotic restaurant experience of travellers around the world and understand the components of robotic restaurant experience. Design/methodology/approach Travellers who had experienced a robotic restaurant were purposefully selected as a sample group for the study. As the robotic restaurants are limited around the world, multiple case study method has been chosen to gather richer data. A user-generated content technique which is a form of qualitative case study method has been benefited to gather data from travellers’ reviews. Findings The results reveal a model of components of robotic restaurant experience that include six main themes: attraction for kids, robotic system, memorable experience, ambience related attributes, food related attributes (economic value and gastronomic aspects) and deficiencies (in robotic system, in ambience related attributes and in food related attributes). Originality/value This paper is one of the first to investigate the robotic restaurant experience of travellers around the world. Moreover, it contributes to the research on restaurant experience and offers a model of components of the robotic restaurant experience.
Highlights
Customer experience is defined as the overall experience which is formed through the interaction with service providers (Yrjolaet al., 2019)
The findings demonstrate that the travellers experiencing robotic restaurants generally found the experience new and unique which is considered as components of memorable experience (Kim et al, 2012)
This paper contributes to the body of knowledge by identifying the components of the robotic restaurant experience based on their online reviews
Summary
Customer experience is defined as the overall experience which is formed through the interaction with service providers (Yrjolaet al., 2019). Travellers spend a significant amount of their overall budget on food and beverages (Seyitoglu and Ivanov, 2020b; Coughlan and Saayman, 2018) In this respect, restaurants are playing an important supportive role for travellers through offering food and beverages and enjoyable and memorable experiences (Karamustafa and Ulker, 2020) which customers may share on social media platforms (Nemeschansky, 2020). The literature indicates that the dining experience of customers has a close relationship with restaurant attributes which are affecting customers’ satisfaction and future behavioural intentions (Kwun and Oh, 2006; Chen and Hu, 2010) It is shaped by various factors such as restaurant’s food-related attributes, service quality, the staff, ambience related attributes, location, and the presence of other customers (Yrjolaet al., 2019; Zhang et al, 2019)
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