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.
Li et al. (Fri,) studied this question.