The Effects of Food Tech Attributes on Emotional Value and Relationship Continuance Intention in the Foodservice Industry

This study aimed to empirically examine the effects of food tech attributes on consumers’ emotional value and relationship continuance intention in the foodservice industry. A survey was conducted among consumers residing in the Busan and Gyeongnam regions, and a total of 204 valid responses were analyzed using exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The results revealed that, first, food tech attributes had a significant positive effect on emotional value, with entertainment and personalization emerging as the most influential factors. Second, emotional value had a positive impact on relationship continuance intention, indicating that the more consumers experience pleasure and satisfaction through food tech services, the stronger their intention to maintain a long-term relationship with the foodservice company. Third, food tech attributes also directly influenced relationship continuance intention, and personalization was found to be the strongest predictor. These findings suggest that food tech can serve not only as a tool for operational efficiency but also as a strategic means to enhance consumers’ emotional experiences and foster long-term relationships with foodservice companies. This study contributes to extending the theoretical discussion of relationship marketing and customer experience in the foodservice context, while offering practical implications for strengthening personalization and entertainment in food tech service design.