A Study on the Structural Relationship between the Service Quality of Serving Robots in Franchise Family Restaurants, Brand Image, Value, and Reuse Intentions

This study empirically analyzes the structural relationship between the service quality of serving robots in franchise family restaurants and their impact on brand image, brand value, and reuse intention. The aim is to provide strategic implications for enhancing the service quality of serving robots to improve the brand image, brand value, and reuse intention of franchise family restaurants. The study targeted 300 consumers who have experienced serving robot services in franchise restaurants within the past year, using an online survey. Statistical analyses were conducted using SPSS 20.0 and AMOS 21.0 programs, specifically focusing on general characteristics and demographic analysis of the subjects, reliability analysis, confirmatory factor analysis, and structural equation modeling for hypothesis testing. The study results showed that, excluding convenience, factors such as usability, reliability, and safety in the service quality of serving robots had a statistically significant impact on brand image. Additionally, all service quality factors had a significant positive effect on brand value. Lastly, statistically significant relationships were found between brand image, brand value, and reuse intention. These findings not only provide meaningful academic data on serving robots but also offer practical implications for establishing effective marketing strategies for franchise family restaurants based on these results.