ISSN: 2222-6990
Open access
Today's explosion of technology revolutionizes the fast-food industry worldwide, including Malaysia. Increasingly, restaurant management teams have begun to embrace technology to provide electronic services to customers without requiring direct interaction with personnel. These technological interfaces have known as self-service technologies (SSTs). However, the use of SSTs has been the topic of recent studies. The issues that arise include the customer's reluctance to use the SSTs caused by technical errors, device failure, and the customer's involuntary participation in self-service technology. Therefore, the indication of customer experiences to create a holistic understanding in implementing technological change for an individual is still lacking. Thus, this study aims to investigate why customers use SSTs in the fast-food industry? This study employs qualitative research using in-depth interviews with ten customers who have experienced using the SSTs and physical observation. Thematic analysis was used to analyse the interviews after verbatim transcription. Five motivations for customers' SSTs usage have been identified in this research: meeting needs, alternative options, convenience, access to lower prices and forced usage. As a result, restaurants may better serve customers by understanding the customer journey and using the research's findings to guide their service while providing SSTs.
Aguinis, H., & Solarino, A. M. (2019). Transparency and replicability in qualitative research: The case of interviews with elite informants. Strategic Management Journal, 40(8), 1291-1315.
Ahn, J. A., & Seo, S. (2018). Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity. International Journal of Hospitality Management, 74, 109-121.
Akao, Y. (1990). An introduction to quality function deployment. Quality function deployment: Integrating customer requirements into product design, 3-24.
Beatson, A., Coote, L. V., & Rudd, J. M. (2006). Determining consumer satisfaction and commitment through self-service technology and personal service usage. Journal of Marketing Management, 22(7-8), 853-882.
Bitner, M. J., Ostrom, A. L., & Meuter, M. L. (2002). Implementing successful self-service technologies. Academy of management perspectives, 16(4), 96-108.
Bogner, A., Littig, B., & Menz, W. (2009). Interviewing experts: Springer.
Cetto, A., Klier, J., & Klier, M. (2015). Why should I do it myself? Hedonic and utilitarian motivations of customers' intention to use self-service technologies.
Collier, J. E., & Barnes, D. C. (2015). Self-service delight: Exploring the hedonic aspects of self-service. Journal of Business Research, 68(5), 986-993.
Collier, J. E., & Kimes, S. E. (2013). Only if it is convenient: Understanding how convenience influences self-service technology evaluation. Journal of Service Research, 16(1), 39-51.
Creswell, J. W., & Clark, V. L. P. (2017). Designing and conducting mixed methods research: Sage publications.
Galdolage, B. (2020). Do It Yourself: Customer self-directed learning in self-service technologies.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of marketing, 46(2), 60-72.
Hanks, L., Line, N. D., & Mattila, A. S. (2016). The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants. Journal of Hospitality Marketing & Management, 25(5), 547-562.
Ivanov, S., & Webster, C. (2019). Conceptual framework of the use of robots, artificial intelligence and service automation in travel, tourism, and hospitality companies. Robots, artificial intelligence, and service automation in travel, tourism and hospitality.
Kattara, H. S., & El-Said, O. A. (2013). Customers’ preferences for new technology-based self-services versus human interaction services in hotels. Tourism and Hospitality Research, 13(2), 67-82.
Kelly, P., Lawlor, J., & Mulvey, M. (2019). Self-service technologies in the travel, tourism, and hospitality sectors: Principles and practice. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality: Emerald Publishing Limited.
Kim, M., & Qu, H. (2014). Travelers' behavioral intention toward hotel self-service kiosks usage. International Journal of Contemporary Hospitality Management.
Lee, H.-J., & Yang, K. (2013). Interpersonal service quality, self-service technology (SST) service quality, and retail patronage. Journal of Retailing and Consumer Services, 20(1), 51-57.
Lin, J.-S. C., & Hsieh, P.-L. (2011). Assessing the self-service technology encounters: development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194-206.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry: sage.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
Oliveira, A., Maia, M., Fonseca, M., & Moraes, M. (2021). Customer preferences and self-service technologies: hospitality in the pandemic context. Anatolia, 32(1), 165-167.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350-1359.
Palau-Saumell, R., Forgas-Coll, S., Sanchez-Garcia, J., & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
Park, J., Ahn, J., Thavisay, T., & Ren, T. (2019). Examining the role of anxiety and social influence in multi-benefits of mobile payment service. Journal of Retailing and Consumer Services, 47, 140-149.
Park, S., Lehto, X., & Lehto, M. (2021). Self-service technology kiosk design for restaurants: An QFD application. International Journal of Hospitality Management, 92, 102757.
Paryani, K., Masoudi, A., & Cudney, E. A. (2010). QFD application in the hospitality industry: A hotel case study. Quality Management Journal, 17(1), 7-28.
Shin, H., & Perdue, R. R. (2019). Self-Service Technology Research: A bibliometric co-citation visualization analysis. International Journal of Hospitality Management, 80, 101-112.
Shiwen, L., Kwon, J., & Ahn, J. (2022). Self-service technology in the hospitality and tourism settings: a critical review of the literature. Journal of Hospitality & Tourism Research, 46(6), 1220-1236.
Suchan, T. A., & Brewer, C. A. (2000). Qualitative methods for research on mapmaking and map use. The Professional Geographer, 52(1), 145-154.
Wang, S., Hung, K., & Huang, W.-J. (2019). Motivations for entrepreneurship in the tourism and hospitality sector: A social cognitive theory perspective. International Journal of Hospitality Management, 78, 78-88.
Wong, T., & Wickham, M. (2015). An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective. Tourism Management, 48, 439-454.
Zheng, S., Fan, J., Yu, F., Feng, B., Lou, B., Zou, Q., . . . Yang, X. (2020). Viral load dynamics and disease severity in patients infected with SARS-CoV-2 in Zhejiang province, China, January-March 2020: retrospective cohort study. bmj, 369.
In-Text Citation: (Samengon et al., 2023)
To Cite this Article: Samengon, H., Ishak, F. A. C., Karim, M. S. A., Ghazali, H., & Arshad, M. M. (2023). Investigating Motivations for Customers to use Interactive Self-service Technology in Fast-food Restaurant. International Journal of Academic Research in Business and Social Sciences, 13(2), 1 – 12.
Copyright: © 2023 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non0-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode