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About

Tzung‐Cheng Huan is a prominent hospitality and tourism researcher whose work sits at the exciting intersection of service technology, consumer behavior, and the future of dining experiences. Best known for his pioneering investigations into robotic service environments, Huan has made significant contributions to understanding how automation reshapes customer expectations and decision-making in the hospitality industry. His most influential study, "Exploring key factors influencing customer behavioral intention in robot restaurants" (2021, 105 citations), examined how servicescape design and robot service competence drive customer intentions, revealing the nuanced mediating roles of hedonic and utilitarian value in shaping those outcomes. Building on this foundation, his 2022 work on robot hotels (43 citations) tackled the practical realities of adoption, identifying both the incentives and barriers consumers face when considering technology-driven accommodation. His more recent mixed-methods exploration of robot chef restaurants (2024, 16 citations) further deepens the field's understanding of perceived customer value in fully automated dining contexts. Collectively, Huan's research equips hospitality practitioners and policymakers with evidence-based insights for strategically integrating robotics into service environments, making him a valuable voice in shaping the future of smart hospitality.