Investigating motivations for customers to use interactive self-service technology in fast-food restaurant
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 in...
| Main Authors: | , , , , |
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| Format: | Article |
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Human Resource Management Academic Research Society
2023
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| _version_ | 1825939754666950656 |
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| author | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid |
| author_facet | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid |
| author_sort | Samengon, Harnidah |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-09-25T03:41:59Z |
| format | Article |
| id | upm.eprints-109344 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-09-25T03:41:59Z |
| publishDate | 2023 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | upm.eprints-1093442024-08-05T04:26:34Z http://psasir.upm.edu.my/id/eprint/109344/ Investigating motivations for customers to use interactive self-service technology in fast-food restaurant Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid 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. Human Resource Management Academic Research Society 2023-02-03 Article PeerReviewed Samengon, Harnidah and Che Ishak, Farah Adibah and Ab Karim, Muhammad Shahrim and Ghazali, Hazrina and Arshad, Mohd Mursyid (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). pp. 1-12. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/16200/Investigating-Motivations-for-Customers-to-use-Interactive-Self-service-Technology-in-Fast-food-Restaurant 10.6007/ijarbss/v13-i2/16200 |
| spellingShingle | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title | Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title_full | Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title_fullStr | Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title_full_unstemmed | Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title_short | Investigating motivations for customers to use interactive self-service technology in fast-food restaurant |
| title_sort | investigating motivations for customers to use interactive self service technology in fast food restaurant |
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