Investigating onsite restaurant interactive self-service technology (ORISST) use: customer expectations and intentions

Abstract

Purpose This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model. Design/methodology/approach An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used. Findings The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants. Originality/value This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.

Self-service technologies (SSTs) in airline services: multimediating effects of flow experience and SST evaluation

“…The perceived usefulness and process fit of the SST are positively related to the behavioral intention to use SST (Kaushik et al, 2015;Ku and Chen, 2013). Behavior intention can be defined as an acknowledged likelihood to engage in technology use (Oliver, 1997;Xu et al, 2020). In addition, clear service process and specialized instruction to passengers who are not familiar with check-in kiosks use can carry out a higher intention to use check-in kiosks (Ku and Chen, 2013).…”

“…Especially, COVID-19 is expected to enhance SSTs and robotization in hospitality, facilitating social distancing and lowering human contact and contagion risk (Gaur et al , 2021). Specifically, SSTs are used throughout major service industries, such as banking (Giovanis and Athanasopoulou, 2018), restaurants (Ahn and Seo, 2018; Park et al , 2021; Xu et al , 2020), hotels (Kasavana and Connolly, 2005; Kim and Qu, 2014) and airlines (Bogicevic et al , 2017; Castillo-Manzano and López-Valpuesta, 2013; Ku and Chen, 2013; Lee et al , 2012; Negri et al , 2019). In addition, self-service kiosks have already shown their worth at the airports and in retail businesses (Kasavana, 2008) and have been performed as a time saver for passengers, cost saver for airlines and space saver for airports (IATA, 2006).…”

Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences

“…Examples of SST used in the hospitality industry include interactive tablets, self-service kiosks and mobile apps (Ahn and Seo, 2018). Although research on general SST applications in the hospitality industry is widespread (Ahn and Seo, 2018; Xu et al , 2020), especially with regard to mobile apps (Law et al , 2018), literature specifically exploring self-service kiosks is comparatively lacking, with most of the focus on kiosk applications in hotels or airports (Chang and Yang, 2008; Kim and Qu, 2014; Kokkinou and Cranage, 2015; Lee et al , 2012).…”

“…The introduction of self-service kiosks in quick service restaurants increased guest empowerment in the service delivery process and thus changed their dining experiences (Ahn and Seo, 2018; Xu et al , 2020). Thus, similar to Leung et al (2020), the different ordering methods used in quick-service restaurants are treated as one of the environmental stimuli in this study.…”

Indirect customer-to-customer interactions and experiential value: examining solo and social diners

“…As onsite self-service technologies (e.g. tabletop tablets and kiosks) proliferate, restaurant customers may experience more CCI than employee-customer interaction (Nicholls, 2020; Xu et al , 2020). Despite the restaurant literature acknowledging the importance of other customers when dining (Jang et al , 2015; Wu and Liang, 2009), only a handful of research has examined the impact of CCI on diners’ experiences (Altinay et al , 2019; Erkmen and Hancer, 2019; Lin et al , 2020a, 2020b; Song et al , 2018; Wu and Liang, 2009).…”