Effects of Service Quality Characteristics and Unmanned Robot Cafes on Perceived value, and Intention to Reuse

This study identified price, location, coffee quality, and physical environment as sub-dimensions of service quality for customers of unmanned robot cafes and examined their effects on perceived value, usefulness, and intention to reuse. The survey was conducted from June 20 to July 20, 2024, using the Naver Office program. A total of 500 questionnaires were distributed, and 292 (58.4%) were returned. After excluding six responses with insufficient data, 286 valid responses (97.9%) were used for the final empirical analysis. A summary and implications of the verification results are presented as follows. First, Price and location were found to significantly influence perceived value, whereas coffee quality and physical environment had no significant effect on perceived value. Second, price, location, coffee quality, and physical environment were analyzed to have a significant influence on usability. Third, price, location, and coffee quality were analyzed to have a significant influence on the intention to reuse, but the physical environment was found to have no significant influence on the intention to reuse. Fourth, it was analyzed that perceived value had a significant effect on usefulness, perceived value had a significant effect on intention to reuse, and usefulness had a significant influence on intention to reuse. Based on these findings, practical implications for unmanned robot cafes are discussed.