Customer Satisfaction Towards Onsite Restaurant Interactive Self-Service Technology (ORISST)

Authors

  • Por Eng Choo
  • Fadhilah Mat Yamin
  • Wan Hussain Wan Ishak Universiti Utara Malaysia

Keywords:

Customer satisfaction, Onsite restaurant interactive self-service technology (ORISST), Service quality measurement of self-service technology (SSTQUAL)

Abstract

A recent development in the restaurant industry is the use of on-site restaurant interactive self-service technology (ORISST) by some operators who are moving away from traditional service methods. ORISST allows customers to manage dining services independently through interfaces such as self-service kiosks or tabletop tablets. However, the gap in understanding customer satisfaction regarding ORISST is notable as there is a lack of technology-related research in the restaurant industry. The research objectives of this study is to investigate the significant relationship between the four dimensions of SSTQUAL (functionality, design, enjoyment, customization) and customer satisfaction in using ORISST. In this study, quantitative research was conducted. Data was collected via google form from 293 STML students at UUM who had experience using ORISST. The findings of this study show that functionality, design and enjoyment have a significant positive relationship with customer satisfaction in using ORISST, with functionality being the most significant determinant. In contrast, customization has no significant relationship with customer satisfaction in using ORISST. All these findings may provide valuable suggestions to restaurant operators on how to properly implement ORISST to improve their business performance and attract more customers. This study has broadened the understanding of customer satisfaction towards ORISST which has yet to be fully explored.

References

J. A. Ahn and S. Seo, "Consumer responses to interactive restaurant self-service technology (IRSST): the role of gadget-loving propensity," International Journal of Hospitality Management, vol. 74, pp. 109-121, 2018.

H. H. Bauer, T. Falk, and M. Hammerschmidt, "eTransQual: a transaction process-based approach for capturing service quality in online shopping," J. Bus. Res., vol. 59, no. 7, pp. 866–875, 2006.

M. Bernardo, F. Marimon, and M. del Mar Alonso-Almeida, "Functional quality and hedonic quality: a study of the dimensions of e-service quality in online travel agencies," Inf. Manage., vol. 49, no. 7, pp. 342–347, 2012.

A. Bilgihan, "A study of accepted pricing points for in-room entertainment technology amenities by guests," J. Hosp. Tour. Technol., vol. 3, no. 1, pp. 24–31, 2012.

J. Cao, J. Wang, K. Law, S. Zhang, and M. Li, "An interactive service customization model," Inf. Softw. Technol., vol. 48, no. 4, pp. 280–296, 2006.

T. L. Childers, C. L. Carr, J. Peck, and S. Carson, "Hedonic and utilitarian motivations for online retail shopping behavior," J. Retail., vol. 77, no. 4, pp. 511–535, 2002.

J. S. Chiou and C. C. Ting, "Will you spend more money and time on internet shopping when the product and situation are right?" Comput. Human Behav., vol. 27, no. 1, pp. 203–208, 2011.

R. Chitturi, R. Raghunathan, and V. Mahajan, "Delight by design: the role of hedonic versus utilitarian benefits," J. Mark., vol. 72, no. 3, pp. 48–63, 2008.

J. E. Collier and D. C. Barnes, "Self-service delight: exploring the hedonic aspects of self-service," J. Bus. Res., vol. 68, no. 5, pp. 986–993, 2015.

J. E. Collier and D. L. Sherrell, "Examining the influence of control and convenience in a self-service setting," J. Acad. Mark. Sci., vol. 38, no. 4, pp. 490–509, 2010.

H. Collins, Creative Research: The Theory and Practice of Research for the Creative Industries. AVA Publishing, Switzerland, 2010.

E. Cristobal, C. Flavián, and M. Guinaliu, "Perceived e-service quality (PeSQ) Measurement validation and effects on consumer satisfaction and web site loyalty," Manag. Serv. Qual.: Int. J, vol. 17, no. 3, pp. 317–340, 2007.

M. Csikszentmihalyi and R. E. Robinson, The Art of Seeing: An Interpretation of the Aesthetic Encounter, Getty Publications, Los Angeles, CA, 1990.

D. Cyr, M. Head, and A. Ivanov, "Design aesthetics leading to m-loyalty in mobile commerce," Inf. Manage., vol. 43, no. 8, pp. 950–963, 2006.

P. A. Dabholkar and R. P. Bagozzi, "An attitudinal model of technology-based self- service: moderating effects of consumer traits and situational factors," J. Acad. Mark. Sci., vol. 30, no. 3, pp. 184–201, 2002.

M. M. Davis and J. Heineke, "How disconfirmation, perception and actual waiting times impact customer satisfaction," International Journal of Service Industry Management, vol. 9, no. 1, pp. 64-73, 1998.

J. E. Dickinson, J. F. Hibbert, and V. Filimonau, "Mobile technology and the tourist experience: (Dis) connection at the campsite," Tourism Management, vol. 57, pp. 193–201, 2016.

D. Gursoy, R. Cai, and G. J. Anaya, "Developing a typology of disruptive customer behaviors," International Journal of Contemporary Hospitality Management, vol. 29, no. 9, pp. 2341-2360, 2017.

J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson, and R. L. Tatham, Multivariate Data Analysis, Prentice Hall, Upper Saddle River, NJ, 1998.

J. Hwang, S. Park, and I. Kim, "Understanding motivated consumer innovativeness in the context of a robotic restaurant: The moderating role of product knowledge," Journal of Hospitality and Tourism Management, vol. 44, pp. 272-282, 2020.

H. Ibrahim and F. Najjar, "Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment," Mark. Intell. Plann., vol. 26, no. 2, pp. 207–227, 2008.

H. M. Jeon, H. J. Sung, and H. Y. Kim, "Customers’ acceptance intention of self-service technology of restaurant industry: Expanding UTAUT with perceived risk and innovativeness," Service Business, vol. 14, no. 4, pp. 533-551, 2020.

A. K. Kaushik, A. K. Agrawal, and Z. Rahman, "Tourist behaviour towards self-service hotel technology adoption: Trust and subjective norm as key antecedents," Tourism Management Perspectives, vol. 16, pp. 278-289, 2015.

J. Khalilzadeh, A. B. Ozturk, and A. Bilgihan, "Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry," Computers in Human Behavior, vol. 70, pp. 460-474, 2017.

M. Kim, J. Kim, and S. J. Lennon, "Online service attributes available on apparel retail web sites: An E‐S‐QUAL approach," Managing Service Quality: An International Journal, vol. 16, no. 1, pp. 51-77, 2006.

M. Kim and H. Qu, "Travelers' behavioral intention toward hotel self-service kiosks usage," Int. J. Contemp. Hosp. Manage, vol. 26, no. 2, pp. 225–245, 2014.

R. V. Krejcie and D. W. Morgan, "Determining sample size for research activities," Educational and Psychological Measurement, vol. 30, no. 3, pp. 607-610, 1970.

G. Lindgaard, G. Fernandes, C. Dudek, and J. Brown, "Attention web designers: you have 50 milliseconds to make a good first impression!," Behav. Inf. Technol., vol. 25, no. 2, pp. 115–126, 2006.

M. Lindstrom, "Broad sensory branding," J. Prod. Brand Manage., vol. 14, no. 2, pp. 84–87, 2005.

J. S. C. Lin and P. L. Hsieh, "The role of technology readiness in customers' perception and adoption of self-service technologies," Int. J. Serv. Ind. Manage., vol. 17, no. 5, pp. 497–517, 2006.

J. S. C. Lin and P. L. Hsieh, "Assessing the self-service technology encounters: development and validation of SSTQUAL scale," J. Retail, vol. 87, no. 2, pp. 194–206, 2011.

A. A. Lorden and G. Pant, "18th Annual restaurant technology study-A supplement to hospitality technology," Hosp. Technol. Mag., pp. 1–15, 2016.

A. M. Makki, A. B. Ozturk, and D. Singh, "Role of risk, self-efficacy, and innovativeness on behavioral intentions for mobile payment systems in the restaurant industry," Journal of Foodservice Business Research, vol. 19, no. 5, pp. 454-473, 2016.

F. Marimon, R. Vidgen, S. Barnes, and E. Cristóbal, "Purchasing behaviour in an online supermarket: the applicability of ES-QUAL," Int. J. Mark. Res., vol. 52, no. 1, pp. 111–129, 2010.

C. Mathwick, J. Wagner, and R. Unni, "Computer-mediated customization tendency (CMCT) and the adaptive e-service experience," J. Retail., vol. 86, no. 1, pp. 11–21, 2010.

M. L. Meuter, A. L. Ostrom, R. I. Roundtree, and M. J. Bitner, "Self-service technologies: understanding customer satisfaction with technology-based service encounters," Journal of Marketing, vol. 64, no. 3, pp. 50-64, 2000.

H. C. Murphy, M. M. Chen, and M. Cossutta, "An investigation of multiple devices and information sources used in the hotel booking process," Tour. Manage., vol. 52, pp. 44–51, 2016.

P. Nanda, J. Bos, K. L. Kramer, C. Hay, and J. Ignacz, "Effect of smartphone aesthetic design on users' emotional reaction: an empirical study," TQM J., vol. 20, no. 4, pp. 348–355, 2008.

P. Oghazi, R. Mostaghel, M. Hultman, and V. Parida, "Antecedents of technologybased self-service acceptance: a proposed model," Serv. Mark. Q., vol. 33, no. 3, pp. 195–210, 2012.

R. L. Oliver, "A cognitive model of the antecedents and consequences of satisfaction decisions," Journal of Marketing Research, vol. 17, no. 4, pp. 460-9, 1980.

A. B. Ozturk, A. Bilgihan, S. Salehi-Esfahani, and N. Hua, "Understanding the mobile payment technology acceptance based on valence theory: a case of restaurant transactions," International Journal of Contemporary Hospitality Management, vol. 29, no. 8, pp. 2027-2049, 2017.

C. Pai, Z. Wu, S. Lee, J. Lee, and S. Kang, "Service quality of social media-based self- service technology in the food service context," Sustainability, vol. 14, no. 20, pp. 13483, 2022.

A. Parasuraman, V. A. Zeithaml, and A. Malhotra, "ES-QUAL a multiple-item scale for assessing electronic service quality," J. Serv. Res., vol. 7, no. 3, pp. 213–233, 2005.

T. Porat and N. Tractinsky, "It's a pleasure buying here: the effects of web-store design on consumers' emotions and attitudes," Hum.-Comput. Interact., vol. 27, no. 3, pp. 235–276, 2012.

A. Rahman and M. Muktadir, "SPSS: An imperative quantitative data analysis tool for social science research," International Journal of Research and Innovation in Social Science, vol. 5, no. 10, pp. 300-302, 2021.

P. Shamdasani, A. Mukherjee, and N. Malhotra, "Antecedents and consequences of service quality in consumer evaluation of self-service internet technologies," Serv. Ind. J., vol. 28, no. 1, pp. 117–138, 2008.

B. Siwela, P. E. Ebewo, and E. M. Faku, "Customer acceptance of self-service technology at fast service restaurants in Tshwane," Journal of Management and Entrepreneurship Research, vol. 3, no. 1, pp. 26-45, 2022.

W. W. Smith, X. Li, B. Pan, M. Witte, and S. T. Doherty, "Tracking destination image across the trip experience with smartphone technology," Tourism Management, vol. 48, pp. 113-122, 2015.

N. Tractinsky and O. Lowengart, "Web-store aesthetics in e-retailing: a conceptual framework and some theoretical implications," Acad. Mark. Sci. Rev., vol. 11, no. 1, pp. 1–18, 2007.

R. Varadarajan et al., "Interactive technologies and retailing strategy: a review, conceptual framework and future research directions," Journal of Interactive Marketing, vol. 24, no. 2, pp. 96-110, 2010.

C. Wang, J. Harris, and P. G. Patterson, "Customer choice of self-service technology: the roles of situational influences and past experience," J. Serv. Manage., vol. 23, no. 1, pp. 54–78, 2012.

G. Wang, J. Wang, X. Ma, and R. G. Qiu, "The effect of standardization and customization on service satisfaction," J. Serv. Sci., vol. 2, no. 1, pp. 1–23, 2010.

B. Weijters, D. Rangarajan, T. Falk, and N. Schillewaert, "Determinants and outcomes of customers' use of self-service technology in a retail setting," J. Serv. Res., vol. 10, no. 1, pp. 3–21, 2007.

Y. Xu, E. Jeong, A. E. Baiomy, and X. Shao, "Investigating onsite restaurant interactive self-service technology (ORISST) use: Customer expectations and intentions," International Journal of Contemporary Hospitality Management, vol. 32, no. 10, pp. 3335-3360, 2020.

H. Yang, J. Yu, H. Zo, and M. Choi, "User acceptance of wearable devices: an extended perspective of perceived value," Telemat. Inf., vol. 33, no. 2, pp. 256–269, 2016.

B. Yoo and N. Donthu, "Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)," Q. J. Electron. Commerce, vol. 2, no. 1, pp. 31–45, 2001.

Type of Payment Method Used by Respondents while Using ORISST

Downloads

Published

2024-02-29

How to Cite

Por Eng Choo, Fadhilah Mat Yamin, & Wan Ishak, W. H. (2024). Customer Satisfaction Towards Onsite Restaurant Interactive Self-Service Technology (ORISST). Data Science Insights, 2(1). Retrieved from http://citedness.com/index.php/jdsi/article/view/15