AI-driven fast-food restaurants: how perceived service quality, perceived smart quality and experiential value shape habit, satisfaction and customer loyalty

Abstract

Purpose This study aims to examine how perceived service quality and perceived smart quality jointly influence customer loyalty in AI-driven fast-food restaurants in China, with perceived experiential value, satisfaction and habit as mediating mechanisms. Design/methodology/approach The study draws on the stimulus–organism–response (SOR) framework, SERVQUAL and habit theory. A total of 407 valid responses were collected from young Chinese fast-food consumers with prior experience using AI-powered services through a structured questionnaire survey. Partial least squares structural equation modeling (PLS-SEM) was used to test the hypothesized relationships. Findings The empirical results reveal that perceived service quality (ß = 0.536, p < 0.001) and perceived smart quality (ß = 0.148, p < 0.01) both positively influence perceived experiential value (R2 = 0.419), which subsequently enhances customer satisfaction (ß = 0.616, p < 0.001; R2 = 0.380) and habit formation (ß = 0.656, p < 0.001; R2 = 0.430). Satisfaction (ß = 0.369, p < 0.001) and habit (ß = 0.413, p < 0.001; R2 = 0.516) both significantly promote customer loyalty. Among these relationships, the habit–loyalty path is strongest, highlighting habit's dominant role in shaping loyalty. Practical implications Practitioners could combine efficient AI-enabled processes with human-centered service support to strengthen repeat patronage. Policymakers could improve data transparency, privacy protection and service standards to support responsible AI adoption. Originality/value This study develops an integrative framework that combines perceived smart quality with perceived service quality and explains loyalty formation in AI-enabled fast-food services through the parallel roles of satisfaction and habit.