What Drives Experiential Loyalty Toward Smart Restaurants? The Case Study of KFC in Beijing

Abstract

The purpose of this study is to test the relationships among experiential quality, perceptual evaluation, perceived ease of use, perceived usefulness, experiential involvement, experiential satisfaction and experiential loyalty. The data used in this study were acquired from a sample of 494 customers ordering their meals using facial recognition at one fast food restaurant (KFC) in Beijing, China. The empirical findings reveal that experiential quality exerts a direct influence on experiential involvement, perceived ease of use and perceived usefulness. Perceived ease of use is an antecedent of perceived usefulness and experiential quality, perceptual evaluation, perceived ease of use and perceived usefulness that can bring about experiential satisfaction. Experiential involvement moderates the relationship between experiential satisfaction and experiential loyalty. Perceptual evaluation, perceived usefulness, experiential involvement and experiential satisfaction contribute to experiential loyalty. The discussion provides implications and managerial insights for research and practice.