The Impact of Robotic Gastronomic Experiences on Customer Value, Delight and Loyalty in Service-Robot Restaurants

This study examines the impact of robotic gastronomic experiences (RGE) on customer emotional and functional value, delight, and loyalty in service robot restaurants. Using validated scales from prior research, a 5-point Likert scale survey was conducted with 302 participants via Amazon Mechanical Turk, targeting individuals with experience in such establishments. The analysis, performed with SmartPLS 4.0, utilized partial least squares-path modelling (PLS-PM) to test the hypothesized relationships. Results show that RGE, characterized by competence and coolness, positively affects emotional and functional values, which significantly influence delight and loyalty. Methodological measures were implemented to address common method variance (CMV), confirming the robustness of the findings. This research underscores the potential of service robots to enhance customer satisfaction and loyalty through efficient and engaging service delivery, providing valuable insights for integrating advanced robotics in the hospitality industry.