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Impact of customer experience on attitude and utilization intention of a restaurant-menu curation chatbot service

Impact of customer experience on attitude and utilization intention of a restaurant-menu curation... The purpose of this study is to assess the possibility of introducing a restaurant-menu curation (RMC) chatbot service to help consumers quickly and effectively decide on their restaurant or menu choices. To this end, it measures the characteristics of consumer chatbot experiences and analyzes their impact on future acceptance intentions through their attitudes toward the RMC chatbot service.Design/methodology/approachThis study consists of three parts: developing a RMC chatbot prototype, testing the chatbot prototype and a customer survey based on experience. A convenience sample method was used to collect data from 368 adults who tried the RMC chatbot service before answering a self-administered questionnaire. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed structural model.FindingsThe results showed that all experience characteristics, except usable facets, had a significant positive impact on attitudes toward the chatbot. Three experience characteristics, “usable,” “usefulness” and “valuable,” revealed a significant positive effect on utilization intention. Attitudes toward chatbot services also significantly affected utilization intention.Research limitations/implicationsThe results of this study can offer practical and academic implications for establishing curation services in the restaurant industry that can increase customer acceptance and utilization intentions. Follow-up studies are required to explore and verify the various personal and psychological factors related to the intention to accept RMC chatbot services.Originality/valueThis study is meaningful because it makes it possible to evaluate the introduction of curation chatbot services in the restaurant sector, by developing and testing the dining-out curation service protocol to help customers’ smart choices in the information technology environment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Impact of customer experience on attitude and utilization intention of a restaurant-menu curation chatbot service

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References (45)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-03-2021-0089
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to assess the possibility of introducing a restaurant-menu curation (RMC) chatbot service to help consumers quickly and effectively decide on their restaurant or menu choices. To this end, it measures the characteristics of consumer chatbot experiences and analyzes their impact on future acceptance intentions through their attitudes toward the RMC chatbot service.Design/methodology/approachThis study consists of three parts: developing a RMC chatbot prototype, testing the chatbot prototype and a customer survey based on experience. A convenience sample method was used to collect data from 368 adults who tried the RMC chatbot service before answering a self-administered questionnaire. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed structural model.FindingsThe results showed that all experience characteristics, except usable facets, had a significant positive impact on attitudes toward the chatbot. Three experience characteristics, “usable,” “usefulness” and “valuable,” revealed a significant positive effect on utilization intention. Attitudes toward chatbot services also significantly affected utilization intention.Research limitations/implicationsThe results of this study can offer practical and academic implications for establishing curation services in the restaurant industry that can increase customer acceptance and utilization intentions. Follow-up studies are required to explore and verify the various personal and psychological factors related to the intention to accept RMC chatbot services.Originality/valueThis study is meaningful because it makes it possible to evaluate the introduction of curation chatbot services in the restaurant sector, by developing and testing the dining-out curation service protocol to help customers’ smart choices in the information technology environment.

Journal

Journal of Hospitality and Tourism TechnologyEmerald Publishing

Published: Jun 10, 2022

Keywords: Attitude; Experience characteristic; Restaurant-menu curation chatbot; Utilization intention; 餐厅菜单管理聊天机器人; 体验特征; 态度; 态度; 使用意向

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