The service digitalization in fine-dining restaurants: a cost-benefit perspective

Abstract

Purpose This study aims to examine the perceived value of service digitalization in fine-dining restaurants in France. No study exists on this topic, and its aim is to address this research gap. To do so, a conceptual framework of the perceived benefits and costs of the service digitalization was developed. This study also provides actionable recommendations for fine-dining restaurant managers to create and manage an optimized fine-dining experience for their customers. Design/methodology/approach To obtain in-depth information, the authors opted for a qualitative research approach. The authors interviewed 24 fine-dining restaurant managers (listed in the Michelin Guide) and 29 customers of fine-dining restaurants using a video titled “The Restaurant of the Future.” Findings The findings underline the perceived benefits and costs of service digitalization for both restaurant managers and their customers. This study highlights that fine-dining restaurants are highly experience-centric compared to other types of restaurants and recommends which services should be digitalized and which should not be to create and manage experiences throughout the customer journey. Practical implications This research provides restaurants with actionable recommendations in terms of service digitalization to enhance customers’ fine-dining experiences. Originality/value This research fills a gap by proposing a conceptual framework to examine the digitalization of services in fine-dining restaurants.

Post COVID-19 recovery for independent full-service restaurants using the salience theory: what will it take to get customers to return?

“…Additionally, the use of robots and other forms of digitalized service in restaurants may help minimize human interactions and therefore reduce customers’ concerns about food safety and health-related risks. It may also help reduce labor costs and enhance customers’ behavioral intention when carefully designed and implemented (Guan et al , 2021; Vo-Thanh et al , 2022). However, the potential downsides of service digitalization in full-service restaurants (especially upscale/fine dining restaurants) should also be carefully assessed (Guan et al , 2021; Vo-Thanh et al , 2022).…”

“…It may also help reduce labor costs and enhance customers’ behavioral intention when carefully designed and implemented (Guan et al , 2021; Vo-Thanh et al , 2022). However, the potential downsides of service digitalization in full-service restaurants (especially upscale/fine dining restaurants) should also be carefully assessed (Guan et al , 2021; Vo-Thanh et al , 2022). For public health officers and policymakers, free training on COVID-19 safety operations could be more widely provided to restaurant managers and employees.…”

Guest editorial: Creating, managing and marketing gastronomy experiences in hospitality and tourism

“…Vo-Thanh et al (2022) elucidate the perceived value of hospitality service digitalization. Based on a qualitative study relying on 53 interviews submitted to restaurant managers and customers, this study suggests that digitalization can improve both the supply and demand side: on one hand, it could enable restaurants’ staff to accomplish tasks more effectively and quickly, by increasing turnover and profit; on the other hand, customers can get several benefits, such as service speed, facilitation of orders, rapid checking of menus and dish availability.…”

“…The authors also find that individual openness to change negatively moderates the positive impact of servicescape on utilitarian value, as well as negative attitudes towards robots negatively moderate the positive influence of robot restaurant servicescape and robot service competence on hedonic value. Vo-Thanh et al (2022) elucidate the perceived value of hospitality service digitalization. Based on a qualitative study relying on 53 interviews submitted to restaurant managers and customers, this study suggests that digitalization can improve both the supply and demand side: on one hand, it could enable restaurants' staff to accomplish tasks more effectively and quickly, by increasing turnover and profit; on the other hand, customers can get several benefits, such as service speed, facilitation of orders, rapid checking of menus and dish availability.…”

Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach

“…Given the importance of the catering industry in French culture and economy, this research aims to examine the link between the customer journey innovativeness of French fine-dining restaurants and customer satisfaction, as well as to explore how these restaurants use customer-generated data to innovate. As highlighted by Vo-Thanh et al, ( 2022a , 2022b ), fine-dining restaurants are different from fast-food or classic restaurants, as their customer journeys are much more complex. Fine-dining restaurants are defined based on their tangible and intangible attributes (Harr, 2008 ; Vo-Thanh et al, 2022a , 2022b ).…”