The User Experience (UX) Analysis of Self-Service Kiosk (SSK) in Waiting Time at Fast Food Restaurant Using User Experience (UX) Model

Hamid, Nor Aziati Abdul; Abdullah, Nor Hazana; Chian, Ng Seow

doi:10.30880/jstard.2021.03.02.010

Cited by 4 publications

(5 citation statements)

References 37 publications

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“…Contrary to our expectations, functionality [22,71,72] and convenience [83,84] were not found to be significant predictors of technology use experience. It is possible that customers do not place any weight on convenience because kiosks, by nature, offer convenience.…”

Section: Discussioncontrasting

confidence: 99%

“…Prior research based on the TAM shows that a technology that is easy to use is adopted more quickly than one that is not [83]. For example, Hamid [84] suggests that kiosks that are easy to use help customers quickly find information about menus and adopt the technology. Moon, Lho, and Han [8] show that kiosk usability convenience positively affects kiosk performance evaluation and leads to loyal airline customers in the post-pandemic world.…”

Section: The Impact Of Technology-related Attributes On Memorable Exp...mentioning

confidence: 99%

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How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?

2023

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As many customers stopped dining out during COVID-19, most restaurants suffered financially. Even after the pandemic, some customers remain wary of being in a crowded place and show resistance to eating out. Restaurants faced with customer resistance and a labor shortage started to adopt electronic devices to minimize human contact and were recognized as having safety protocols in place. Kiosks have gained popularity in the restaurant industry as they can help reduce interpersonal contact, save labor costs, streamline the ordering process, and increase customer satisfaction and loyalty. This study finds that self-service technologies (e.g., kiosks) can be an effective tool for restaurants to utilize in dealing with COVID-wary customers and to remain resilient. This study not only examines various kiosk attributes and their effect on the customers’ experience but also links them to potential revenue growth. By examining a comprehensive set of kiosk attributes, the objective of this study is to understand the role of kiosk attributes in creating a memorable experience for customers based on the concept of the experience economy. The data were collected from 408 restaurant patrons in South Korea who had used self-service technologies. Three analyses were performed using partial least squares structural equation modeling (PLS-SEM), multigroup analysis (MGA), and importance–performance map analysis (IPMA) with SmartPLS 4. The findings are as follows: for male customers, assurance, customization, enjoyment, design, and functionality are considered important aspects of their experience. For female customers, design, enjoyment, and security are important factors in their experience. The finding suggests that males and females consider different attributes in evaluating the technology experience. Additionally, this study finds that a memorable experience with technology affects customers’ intention to revisit the restaurant, playing a mediating role between technology attributes and revisit intention. Lastly, this study finds distinct differences between males and females in their assessment of customization and design. The gender-based differences suggest that men and women assess kiosk technologies differently. Future research may be needed to further investigate the underlying causes of the differences.

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Section: Discussioncontrasting

confidence: 99%

Section: The Impact Of Technology-related Attributes On Memorable Exp...mentioning

confidence: 99%

How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?

2023

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“…Customers do not need to take time from work to acquire the required services because self-service kiosks may typically be accessed at any time, day or night. The self-service kiosk has emerged as a practical instrument for resolving uncertainties in the new service setting and meeting the increasing customer demand in various industries (Abdul Hamid, 2021). For instance, public sectors are fast embracing selfservice kiosks because they know these devices can transform service delivery by enhancing efficiency, experience, burden alleviation, and cost, and increasing customer satisfaction (Algarawi & Khan, 2021;McGrath & Astell, 2017).…”

Section: Self-service Kiosk'smentioning

confidence: 99%

The Study of Customers’ Expectations and Real Experiences Using the Self-Service Kiosk

Zahari,

Esa,

Asshidin

et al. 2023

J. Professional Business Review

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Purpose: This study examines the gap between residential customers' expected and real experiences with self-service kiosks from the perspective of a major Malaysian electrical service provider. Theoretical framework: The comparative study of customers’ expectations and real experiences using the self-service kiosk is excessive in various sectors like banking and transportation but limited in the energy sector in boosting customer engagement and leading to customer satisfaction. Design/Methodology/Approach: Using a stratified sample approach based on a sampling frame given by a Malaysian utility provider, survey questions were disseminated online to residential customers who have used self-service kiosks. Findings: The findings demonstrate that customers' expectations and real experiences significantly differ with a few variables, such as secure/privacy, design, and convenience. However, the effect sizes were small. Moreover, some individual items in several factors like enjoyment, secure/privacy, design, convenience, and customization also showed significant differences. Practical implications: The findings shed light on the energy sector and give Malaysian power providers, in particular, identifying the gap between customer expectations and actual self-service kiosk experiences. With this information, the firm can close the gap and manage customer experience to increase customer satisfaction. Originality/Value: This study expands the investigation of self-service technology (SST) service quality by analysing the gap between the expectations and actual experiences of residential consumers utilising the SST self-service kiosk offered by Malaysia's major energy service provider. This study assists the company in closing the gap and enhancing the offerings of self-service kiosks to boost customer satisfaction and manage customer experience.

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“…McDonald's launched service ordering machines in Hong Kong and surrounding markets and improved the problems that affect user experience (Hamid, 2021). Hong Kong fast food chains Café de Coral, Fairwood, and Maxim's Group have also adopted self-service technologies and equipment such as food kiosks, mobile ordering apps, QR code ordering, food pick-up queuing systems, Octopus, and other electronic payments in recent years.…”

Section: B Status Of Self-service Technology Used By Fast-food Restau...mentioning

confidence: 99%

Study on the Consumers’ Satisfaction Extension for Self-service Technology and the Role of Demographic Characteristics in Hong Kong Fast-food Restaurants During the COVID-19 Epidemic

Mo,

2023

EJBMR

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This study explores the effects of perceived ease of use, perceived usefulness, service speed, and perceived enjoyment on experience satisfaction and experience extension when Hong Kong fast-food restaurant consumers use self-service technology and the impact of different consumer characteristics on the degree of different experience satisfaction. Using a mixed research method, combining qualitative and quantitative methods, using focus groups and literature discussions as the collection of qualitative data, using interview questionnaires and large-scale questionnaires as the collection of quantitative data. Moreover, recovering effective data by snowballing is one of the non-probability methods. There are 315 questionnaires in total. Using the SPSS system to analyze the collected data, the results show that all factors are essential, and the relationship between each group of variables is positively correlated. Age, gender, and education level of consumer characteristics all have significant differences in experience satisfaction, while income and marital status have no significant differences in experience satisfaction. It is recommended that policymakers, technology providers, and industry work together to improve existing technologies and allow seniors to have a more inclusive experience, reduce the gap in experience satisfaction among consumers with different educational levels, and increase the satisfaction of the self-service experience of consumers with lower education levels.

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The User Experience (UX) Analysis of Self-Service Kiosk (SSK) in Waiting Time at Fast Food Restaurant Using User Experience (UX) Model

Cited by 4 publications

References 37 publications

How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?

How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?

The Study of Customers’ Expectations and Real Experiences Using the Self-Service Kiosk

Study on the Consumers’ Satisfaction Extension for Self-service Technology and the Role of Demographic Characteristics in Hong Kong Fast-food Restaurants During the COVID-19 Epidemic

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