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.

中文翻译：

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探索机器人厨师餐厅的关键属性及其对顾客感知价值的影响：混合方法研究

 目的

本研究旨在从顾客角度探讨机器人厨师餐厅的关键属性及其影响因素，并分析这些关键属性如何影响顾客感知价值。

设计/方法论/途径

本研究采用了混合方法研究设计。该研究利用 473 条在线评论和评级（研究 1），总结了顾客对三类属性（环境、服务和食品）的评价，并确定了关键属性及其影响因素。随后，通过对269名实际客户的现场调查（研究2），利用结构方程模型分析识别出的关键属性及其影响因素如何影响客户感知价值。

 发现

这项研究表明，机器人厨师餐厅的顾客优先考虑食物属性，特别是在重视食物质量的同时也重视食物的真实性。与传统餐厅相比，机器人厨师餐厅的顾客对食物属性的评价很大程度上受到机器人厨师能力的影响。值得注意的是，顾客对机器人的负面态度削弱了机器人对食品质量和食品真实性的积极影响。

 实际意义

为了提升顾客感知价值，机器人厨师餐厅应关注食物属性。他们可以通过提高机器人厨师的能力和提供客户教育来培养高质量、真实的美食体验来实现这一目标。

 原创性/价值

这项研究通过提出一个综合模型来确定影响感知客户价值的因素，扩展了对机器人餐厅客户体验的研究。