Self-ordering kiosk usage and post-purchase behaviour in quick service restaurant / Noradzhar Baba, Aslinda Mohd Shahril and Mohd Hafiz Hanafiah (original) (raw)

A Concept of Consumer Acceptance on the usage of Self-Ordering Kiosks at McDonald's

International Journal of Academic Research in Business and Social Sciences, 2021

Self-ordering kiosks (SOKs) is a self-service technology (SSTs) designed to improve service quality and customer experience, replacing the traditional interaction between service provider and customers. While industries assumed that SOKs benefit both customers and business operations, this form of technology is also linked to several weaknesses resulting in lower business processes efficiency as well as customer acceptance. Following the contradicting perspectives regarding SOKs implementation, this study aims to examine the factors influencing consumer acceptance towards self-ordering kiosks in McDonald's Malaysia using Unified Theory of Acceptance and Use of Technology (UTAUT). Potential contributions following this study are highlighted.

Customer Acceptance of Self-Service Technology at Fast Service Restaurants in Tshwane

Journal of Management and Entrepreneurship Research

Objective: Technological advances have prompted many businesses to introduce self-service technology (SST) to improve customer waiting times and reduce operational costs. This study aims to determine the factors linked to the acceptance of self-service technology by customers at fast-service restaurants. Research Design & Methods: This research uses a quantitative method by surveying 172 customers who had visited self-service restaurants within the preceding six months. The Unified Theory of acceptance and use of technology (UTAUT) was used to determine the factors linked to the acceptance of self-service technology at quick-service restaurants. The Statistical Package for Social Sciences was used for analysis. Findings: It was found that age and gender moderate the relationship between the construct: performance expectancy ratio and SST usage intention, effort expectancy and SST usage intention, social influence and usage intention and lastly, age moderates the relationship between...

The Implementation of Self-Ordering Kiosks (SOKs): Investigating the Challenges in Fast Food Restaurants

International Journal of Academic Research in Business and Social Sciences, 2021

Placing Industry Revolution 4.0 (IR4.0) at the forefront of the digital agenda in all manufacturing industries aims to modernize industrial capability and increase competitiveness. The foodservice industry embraces this current revolution, where digital dining offers mesmerizing experiences by making the trip to restaurants more appealing and interactive. However, it is questionable if Malaysia is ready to adapt or adopt IR4.0 technologies as issues pertaining to equipment, facilities, services, and employees appear as challenges. Thus, this study explores the internal issues and identifies external challenges the QSR restaurants' managerial team faces in implementing the self-ordering kiosk (SOKs). This qualitative research obtained the data from interview sessions with informants from the management team (managers and crews) of QSR restaurants applying SOKs at their places. The interviews were transcribed verbatim and analyzed using thematic analysis. Findings showed that among the internal issues in implementing the SOKs are the insufficient number of employees and limited restaurant space. The customer acceptances, technology restrictions, and the need for regular updates are within the restaurants' external challenges in executing this innovation. In conclusion, the findings of this research can facilitate existing restaurants in managing the technology applied and, at the same time, improve their service in offering a digital dining experience to millennial customers.

The Technology Acceptance and use of Tablet Menu among Young Adults: An Empirical Study based on UTAUT 2 Model

International Journal of Hospitality & Tourism Systems, 2021

The hospitality industry has been facing the revolution of technology to sustain its service excellence for many years. In recent time, a number of restaurants have propelled mobile technology centred self-services by substituting their published menus with tablet-based menus. The present research implements extended UTAUT model to study customers' acceptance of tablet-based menus. This new form of ordering system has raised a couple of questions particularly on customers' technology acceptance and behaviour. The current study examines the antecedents that inspire the customer perception of the tablet-based food-ordering system amongst casual dining restaurants in Malaysia. Quantitative data were collected from 185 patrons who dined in the restaurants that use tablet-based ordering system. The Statistical Package for Social Science (SPSS) was used to evaluate the composed data. The findings maintained the thought that the use of technology does offer assistance to advance the service understanding, especially the ordering involvement for the customers. Besides, it was revealed that the info on the menu and the advanced technology in the restaurant have an encouraging influence on consumer gratification. Results recommended that a larger part of the respondents were assertive with modern technologies. Most of the respondents were furthermore delighted with all the things assessing their information gratification level on the tablet-based menu ordering system. This study contributes to the understanding of technology acceptance, particularly within the foodservice domain. This study additionally provides a few pieces of evidence on the success and the ability of the system, which may be valuable as a reference point for other foodservice operations with objectives of including technologies to their current facilities.

Investigating Motivations for Customers to use Interactive Self-service Technology in Fast-food Restaurant

International Journal of Academic Research in Business and Social Sciences

Today's explosion of technology revolutionizes the fast-food industry worldwide, including Malaysia. Increasingly, restaurant management teams have begun to embrace technology to provide electronic services to customers without requiring direct interaction with personnel. These technological interfaces have known as self-service technologies (SSTs). However, the use of SSTs has been the topic of recent studies. The issues that arise include the customer's reluctance to use the SSTs caused by technical errors, device failure, and the customer's involuntary participation in self-service technology. Therefore, the indication of customer experiences to create a holistic understanding in implementing technological change for an individual is still lacking. Thus, this study aims to investigate why customers use SSTs in the fast-food industry? This study employs qualitative research using in-depth interviews with ten customers who have experienced using the SSTs and physical observation. Thematic analysis was used to analyse the interviews after verbatim transcription. Five motivations for customers' SSTs usage have been identified in this research: meeting needs, alternative options, convenience, access to lower prices and forced usage. As a result, restaurants may

Customers’ Acceptance Level Of Smart Restaurant Services In Penang

2019

Nowadays, the world is changing rapidly, with innovative technology, a new set of challenges need to be considered and addressed. The discussions about using technology in restaurants and food service sector only cover some of the main topics such as information system management and integration, automation, data analytics, and guest-facing technology. However, despite the positive prospects of smart technology in the hospitality industries, they have not been adopted widely in Food and Beverage (F&B) sectors in some Asian or Middle Eastern countries. This study aims to investigate the core motivations for adopting smart restaurant services in developing countries such as Malaysia. The purpose of this study is to explore the relationship between the predictors' variables such as perceived cost, perceived enjoyment, novelty, and customers' acceptance level of smart restaurant services as a dependent variable. A research framework is developed based on the extended Technology Acceptance Model (TAM) and Diffusion of Innovation Theory (DOI). The quantitative research approach was applied to the empirical part of this study to test the conceptual model. Therefore, to achieve this purpose, a survey was conducted in Penang, Malaysia. The data was collected from 150 respondents and analysed by SPSS statistical software. The research results indicate that perceived enjoyment (PE) is the most significant predictor in customers' acceptance of a smart restaurant which is followed by perceived cost (PC). However, Implications of the findings is relevant and helpful to both academia and F&B operators along with future research opportunities with an industrial standard for restaurant entrepreneurs.

Restaurants: Applying an Extended Technology Acceptance Model

Acta Turistica, 2022

Model prihvaćanja tehnologije i njegovo proširenje vodeći je teorijski obrazac u istraživanju korisničkog usvajanja pametnih tehnologija općenito pa tako i u ugostiteljstvu i turizmu. U istraživanju je korišten prilagođeni model korisničkog prihvaćanja tehnologije na prihvaćenost novog koncepta digitalne vinske karte i jelovnika u hotelskim restoranima u Hrvatskoj i Srbiji. Rezultati 406 samoispunjujućih upitnika dobiveni su metodom modeliranja strukturnih jednadžbi. Analiza rezultata pokazala je da subjektivni dojam o lakoći korištenja i korisnosti te osobni užitak objašnjava znatna odstupanja u namjeri ponašanja korisnika o povratku u restoran i/ili širenju pozitivne usmene predaje kao i doživljene kvalitete usluge. Dojam rizika povezanog s korištenjem tehnologije imao je zanemariv utjecaj na dva rezultata u fokusu ovog istraživanja koji potvrđuju i proširuju prethodna istraživanja o korisničkom prihvaćanju tehnologije u ugostiteljskom sektoru. Analiziraju se implikacije ovih rezultata za menadžere te se predlažu smjernice za buduća istraživanja. KLJUČNE RIJEČI: restoranski jelovnik, digitalni jelovnik, vinske karte, hotelski restorani, model prihvaćanja tehnologije, zadovoljstvo korisnika *

Factors Affecting Consumer Acceptance of E-Menu in The Klang Valley Restaurant Sector in Malaysia

International journal of academic research in business & social sciences, 2023

The procedure of placing an order for meals could be made easier by using E-Menu. However, the consumers need to have a significant level of trust in the technology that is used in E-Menu which replace humans in taking consumer orders. The purpose of this study aims to explore the factors affecting consumer acceptance of E-Menu in the Klang Valley Restaurant Sector in Malaysia. There are four factors to study which are perceived ease of use, perceived usefulness, perceived trust, and perceived risk. This study is based on quantitative research. Questionnaires were distributed to the consumer in the Klang Valley in Malaysia to understand the factors affecting consumer acceptance of E-Menu. As a result, the study was based on the analysis performed on data from 384 respondents using SPSS system V28. The results find that perceived ease of use, perceived usefulness, and perceived trust show a positive and strong significant relationship with the acceptance of E-Menu. However, there is a positive but weak significant relationship between perceived risk and consumer acceptance of E-Menu. This means that consumers are more concerned about the ease of use, usefulness, and trust that modern technology will bring to them when ordering food at restaurants. On the other hand, perceived risk in the adaption of modern technology is no longer a factor that could impact consumers' acceptance.

Determinants influencing customers’ acceptance of smart restaurants in Penang, Malaysia

Arab Gulf Journal of Scientific Research

PurposeThis study investigated the linkage between customers’ acceptance (CA) level and smart service competencies in the food sector across Penang, Malaysia. This research aims to develop a vision of how smart technology may transform the business model in hospitality industry to create value.Design/methodology/approachIn this study, the level of CA of the smart restaurant is proposed as the dependent variable, while the perceived security (PS), perceived ease of use (PEOU) and perceived enjoyment (PE) are proposed as independent variables (IVs). The quantitative approach and simple random sampling method were adopted in this study. Data were collected from 150 respondents by distributing 225 survey questionnaires to restaurant customers across Penang, Malaysia. The data were analysed by the reliability test, factor analysis and multiple regression analysis using SPSS 23.0 softwareFindingsThe study outcomes indicated that PE and PEOU emerged as the most significant predictors for C...

An Empirical Investigation of Attitude Toward Self-Service Technology (SST) in Quick Service Restaurants

The introduction of self-service technology (SST) into the service sector, specifically the restaurant industry, has significant impact upon customers, employees, and management. Exploratory factor analysis was used to identify perceptual/cognitive dimensions of SST. Analysis revealed three dimensions which explained 71% of the variance; usefulness, confidence/risk, and ease of use. A model was developed based upon the review of the literature positing cognitive/perceptual items lead to affect which together influence behavior. The findings indicated that cognitive perceptions about SST have both direct and indirect effect through affect on behavior.