An exploratory investigation of technology-assisted dining experiences from the consumer perspective

Abstract

Purpose The use of modern technologies in restaurants has become a trend. For food and beverage services, embracing new technologies helps solve the dilemmas of increasing labor costs and the high level of staff turnover in the industry. However, knowledge regarding how consumers perceive and evaluate technology-assisted dining experiences (TADEs) is limited. This study aims to conceptualize and operationalize TADEs while considering increasing technological applications in restaurants. Design/methodology/approach This study conducted in-depth interviews with 71 restaurant consumers in Nanjing and Wuhan, China. Following the interviews, this study carried out a survey and identified the factor structure of TADEs. Findings The in-depth interviews identified 26 attributes of TADEs. An analysis of the survey data identified four important aspects (with 21 items) of TADEs, namely, novelty and fashion, convenience, high efficiency and restrictions and possible risks. Practical implications Hospitality managers can implement the suggested measures for dining service design and technology management to improve the experiences of customers. Originality/value These findings have theoretical implications for the new phenomenon of technology-integrated dining, the application of technology and consumer management in the catering industry.