The adoption of self-service kiosks in quick-service restaurants

Authors

  • Nazi Rastegar School of Hospitality, Food, and Tourism Management, University of Guelph, Guelph, Canada
  • Joan Flaherty School of Hospitality, Food, and Tourism Management, University of Guelph, Guelph, Canada
  • Lena Jingen Liang School of Hospitality, Food, and Tourism Management, University of Guelph, Guelph, Canada. E-mail: jliang@uoguelph.ca
  • Hwan-suk Chris Choi School of Hospitality, Food, and Tourism Management, University of Guelph, Guelph, Canada

Keywords:

self-service technology; kiosk; adoption; quick-service restaurant; customer satisfaction, technology acceptance model

Abstract

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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Published

2021-03-01

How to Cite

Rastegar, N., Flaherty, J., Liang, L., & Choi, H.- suk . (2021). The adoption of self-service kiosks in quick-service restaurants. European Journal of Tourism Research, 27, 2709. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/2139