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.

本研究旨在探讨体验品质、知觉评价、知觉易用性、知觉有用性、体验涉入、体验满意与经验忠诚之间的关系。本研究使用的数据来自一个494客户订购他们的食物在一个快餐店使用面部识别样本采集（KFC）在北京，中国。实证结果显示，经验品质直接影响经验涉入、知觉易用性和知觉有用性。感知易用性是感知有用性和体验质量、感知评价、感知易用性和感知有用性的前因。体验涉入对体验满意与体验忠诚的关系具有调节作用。感知评价、感知有用性、体验涉入和体验满意对体验忠诚的影响。讨论为研究和实践提供了启示和管理见解。

KEYWORDS:

• Experiential loyalty
• experiential quality
• experiential satisfaction
• perceived ease of use
• perceived usefulness