The adoption of self-service kiosks in quick-service restaurants
Keywords:self-service technology; kiosk; adoption; quick-service restaurant; customer satisfaction, technology acceptance model
This study investigates factors influencing the customers’ decision to use self-service kiosks in quick service restaurants. A model incorporating Technology Acceptance Model and Satisfaction Model was developed to examine the relationships among trust, self-efficacy, perceived ease of use, perceived usefulness, perceived enjoyment, perceived value, satisfaction and behavioural intention toward using these kiosks. The moderating impact of age, gender and past self-service kiosks experience was also examined. An online survey that measured customer perceptions and evaluations of self-service kiosks in McDonald’s garnered 415 responses. Data were analysed using structural equation modelling and multiple regression analyses. Recommendations address the importance of clear, accessible information about kiosk operation; visible security measures; and enhanced features such as menu item nutrient profiles and promotions. These findings and recommendations can be used to promote self-service kiosk usage, thereby addressing the COVID-19 induced prohibitions against direct service in restaurants.
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Copyright (c) 2020 Nazi Rastegar, Joan Flaherty, Lena Jingen Liang, Hwan-suk Chris Choi
This work is licensed under a Creative Commons Attribution 4.0 International License.