Customer Acceptance of Self-Service Technology at Fast Service Restaurants in Tshwane (original) (raw)
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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.
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
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Self Service Technology (SST] refers to technological interfaces that enable customers to produce a service independently, without service employees’ direct involvement. Because of the recent technological evolution and rising labor costs, most companies in the retail and service industries tend to use more technology-based SST options. This study tried to investigate the effects of technology readiness and consumer readiness on SST service quality, attitude toward using SST, and intention to use SST in the restaurants. This study verified that consumer readiness as well as technology readiness is a significant leading variable that influences perceived SST service quality that previous studies have not dealt with. The results of this study can provide various suggestions regarding the recent technology-based customer services from the practical point of view.
Factors Influencing the Acceptance of Self-Service Technologies
Journal of Service Research, 2016
To facilitate efficient and effective service delivery, firms are introducing self-service technologies (SSTs) at an increasing pace. This article presents a meta-analysis of the factors influencing customer acceptance of SSTs. The authors develop a comprehensive causal framework that integrates constructs and relationships from different technology acceptance theories, and they use the framework to guide their meta-analysis of findings consolidated from 96 previous empirical articles (representing 117 independent customer samples with a cumulative sample size of 103,729 respondents). The meta-analysis reveals the following key insights: (1) SST usage is influenced in a complex fashion by numerous predictors that should be examined jointly; (2) ease of use and usefulness are key mediators, and studies ignoring them may underestimate the importance of some predictors; (3) several determinants of usefulness impact ease of use, and vice versa, thereby revealing crossover effects not pr...
Customers’ Acceptance Level Of Smart Restaurant Services In Penang
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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.
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.
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This conceptual study highlights the relationship between several variables that influence consumer's intention to use self-service technologies in tourism and hospitality industry. With a rapid growth of technologies in the world nowadays, various technology innovations are introduced in order to facilitate people's needs and necessities. One of the innovations that has a great popularity among customers is Self-Service Technologies (SSTs). By understanding this relationship, it will provide different perspectives of customers' intention to use SSTs. By using the Technology Acceptance Model (TAM), this research paper proposed the factors of perceived ease of use, perceived reliability, technology readiness, perceived interactivity, and perceived personality that influence customer's intention to use SSTs in tourism and hospitality industry. Consumer's intention plays a huge factor in benefitting the tourism and hospitality industry in terms of profitability and technology inventions. Theoretically, this paper contributes to the general understanding of consumer's intention and the usage of SSTs. In implicit term, it paves the path for further SSTs research to zoom in on the most concrete aspects of consumers' perspective.
International Journal of Interactive Mobile Technologies (iJIM)
This research paper emphasizes the relationship between certain variables that influence the consumer's intention to use Self-Service Technologies (SST) in the retail sector. With the rapid growth of technology, various technological. innovations are being introduced to make it easier for people to satisfy their needs and wants. One of the technologies that are very popular among customers is self-service checkout. However, previous studies on investigating the SST mainly focus on the technology adoption perspective and only a few studies have attempted to report from the consumer behavior perspective. As such, this paper aims to investigate the relationship between the customer’s traits (technology anxiety, need for interaction, technology innovativeness, and demographics) towards the consumer intention to use SST. Two hundred answers were collected randomly among the Tesco customer in Malaysia. The data were then analyzed using SmartPls version 3 to validate the developed hy...
Determinants and Outcomes of Customers' Use of Self-Service Technology in a Retail Setting
Journal of Service Research, 2007
Retailers are increasingly turning towards self-service technologies (SSTs) aimed at improving productivity and service quality while cutting costs. We identify a process model to understand the antecedents and consequences of SST usage by customers in an in-store retail setting. The model was validated on a combination of survey and observational data.