Customer intention to reuse self-ordering kiosks in fast-food restaurant: the case of Bangkok, Thailand
Purpose – The food sector has embraced new technologies in customer service, including self-ordering kiosks (SOKs). Such a service allows customers to select, customize, and pay for their meals through a device or kiosk. This study investigates customer satisfaction and intentions to reuse SOKs i...
| Main Authors: | , , |
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| Format: | Article |
| Jezik: | English |
| Izdano: |
Faculty of tourism and hospitality management
2023-10-01
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| Serija: | Tourism and Hospitality Management |
| Teme: | |
| Online dostop: | https://thm.fthm.hr/images/issues/vol29no4/6_Marinakou_Giousmpasoglou_Sakulrungsap |
| Izvleček: | Purpose – The food sector has embraced new technologies in customer service, including
self-ordering kiosks (SOKs). Such a service allows customers to select, customize, and pay
for their meals through a device or kiosk. This study investigates customer satisfaction and
intentions to reuse SOKs in the fast food context.
Methodology/Design/Approach – This empirical study is based on quantitative research;
an online survey with a self-administered questionnaire was designed to measure customer
satisfaction and intention to reuse SOKs among adult Thai McDonald’s customers in Bangkok.
Findings – The results indicate that service quality dimensions, perceived value, and customer
experience influence customer satisfaction, which in turn influences reuse intention. The
results suggest that the fast food self-service ordering system is a unique service environment
that requires its own focus in academic study and management.
Practical implications - Management implications suggest that service standards for selfservice kiosks must be consistent with customer expectations during the customer-machine
service encounter.
Originality of the research - The study suggests that research needs to be responsive to the
swift and ongoing changes in the technological environment, as these changes could affect
customer experience; we also propose that more empirical research should be conducted in
the Western context to examine differences in customer experience. |
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| ISSN: | 1330-7533 1847-3377 |