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Adoption of Self-service Kiosks in Quick-service Restaurants

Authors: Rastegar, Nazi;

Adoption of Self-service Kiosks in Quick-service Restaurants

Abstract

This study investigated the factors that influence the customer’s decision to use an SSK in QSRs. Specifically, an integrated model incorporating Technology Acceptance Model (TAM) and Satisfaction model was developed to examine the relationship among trust, self-efficacy, perceived ease of use, perceived usefulness, perceived enjoyment, perceived value, satisfaction and behavioral intention toward using these kiosks in quick-service restaurants. In addition, the moderating impact of age, gender and past experience using the self-service kiosk was examined. Structural equation modeling and multiple regression analyses were applied for data analysis. The results indicate that (a) continued intention was directly influenced by customer satisfaction (b) intrinsic motivation (Perceived enjoyment) strongly influenced customer satisfaction, while extrinsic motivations (perceived usefulness and perceived ease of use) did not influence customer satisfaction (c) self-efficacy had a more significant impact on intrinsic motivation and extrinsic motivations than trust (d) no moderating effects were found between TAM constructs and Satisfaction model constructs. These findings provide theoretical and practical implications for future studies and quick-service restaurant managers who are considering SSKs or have already adopted them.

Country
Canada
Related Organizations
Keywords

Kiosk, Technology Acceptance Model, Customer Satisfaction, Quick-Service Restaurant, self-service technology

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    popularity
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    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
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    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Green