Exploring Customer Perceptions of Food Delivery Robots: a Value-Based Model of Perceived Value, Satisfaction, and Their Impact on Behavioral Intentions and Word-of-mouth

Despite the popularity of food delivery robot services in the food service environment, there has been limited understanding of how customers perceive the value of the innovative delivery option, and the consideration of benefits and sacrifices in the decision-making process has largely been overlooked. Therefore, extending the value-based acceptance model, this study explores the intricate dynamics of customer perceived value, satisfaction, and behavioral intentions, employing a comprehensive benefit and sacrifice paradigm. The results revealed that usefulness, enjoyment, technicality, perceived fee, and privacy risk positively affect perceived value. Additionally, usefulness, enjoyment, and technicality have a positive impact on customer satisfaction. Perceived value also positively influences customer satisfaction, continuous usage intention, and word-of-mouth intention. Furthermore, the positive impact of customer satisfaction on continuous usage intention and word-of-mouth intention was identified. These findings provide valuable insights for researchers and industry practitioners, informing strategic decisions for better customer experience.