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Adoption of Self-service Kiosks in Quick-service Restaurants

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Title: Adoption of Self-service Kiosks in Quick-service Restaurants
Author: Rastegar, Nazi
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Flaherty, JoanChoi, Chris
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.
Date: 2018-04
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