How augmented reality (AR) is transforming the restaurant sector: Investigating the impact of “Le Petit Chef” on customers’ dining experiences

Wided Batat
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Wided Batat: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Many businesses across sectors are using extended reality technologies to enhance the consumer experience. In the restaurant industry, digital technologies are gaining growing interest among restaurateurs to improve customers' dining experiences and thus their overall food well-being. In this research, we conduct an exploratory analysis using a qualitative multi-method approach to examine whether augmented reality (AR) technology contributes positively or otherwise to a customer's dining experience. We do so through a case study, namely Le Petit Chef AR dining experience. Our findings suggest that AR can influence positively or negatively consumers' perceptions of their restaurant experiences according to five dimensions, namely sensory dimensions (the five senses' intensity), the affective dimension (pleasantness), and behavioral, social, and intellectual dimensions. These dimensions can improve the customer's experience and be managed by restaurateurs to enhance positive attitudes toward AR in the restaurant industry. Furthermore, the results revealed that AR plays an essential role in terms of improving the overall food well-being of consumers and thus can lead to positive post-consumption behaviors. This study also identifies the factors that allow service providers to understand the psychology behind adopting or rejecting technology innovation in the servicescape.

Keywords: AR; Dining experience; Customer experience; Case study; Le Petit Chef; Restaurant (search for similar items in EconPapers)
Date: 2021
Note: View the original document on HAL open archive server: https://normandie-univ.hal.science/hal-04455601v1
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Published in Technological Forecasting and Social Change, 2021, 172, pp.121013. ⟨10.1016/j.techfore.2021.121013⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04455601

DOI: 10.1016/j.techfore.2021.121013

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