Proceedings of the 2nd International Joint Conference on Hospitality and Tourism, IJCHT 2022, 6-7 October 2022, Singaraja, Bali, Indonesia

Research Article

Enhancing Customers’ Self-Service Automation Technology Experience in the Fast-Food Restaurants

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  • @INPROCEEDINGS{10.4108/eai.6-10-2022.2325704,
        author={Muhammad Hanif  Hashim and Anderson  Ngelambong and Dahlan  Abdullah and Setya Chendra  Wibawa},
        title={Enhancing Customers’ Self-Service Automation Technology Experience in the Fast-Food Restaurants},
        proceedings={Proceedings of the 2nd International Joint Conference on Hospitality and Tourism, IJCHT 2022, 6-7 October 2022, Singaraja, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={IJCHT},
        year={2022},
        month={12},
        keywords={self-service ordering kiosk service automation fast-food industry},
        doi={10.4108/eai.6-10-2022.2325704}
    }
    
  • Muhammad Hanif Hashim
    Anderson Ngelambong
    Dahlan Abdullah
    Setya Chendra Wibawa
    Year: 2022
    Enhancing Customers’ Self-Service Automation Technology Experience in the Fast-Food Restaurants
    IJCHT
    EAI
    DOI: 10.4108/eai.6-10-2022.2325704
Muhammad Hanif Hashim1, Anderson Ngelambong1,*, Dahlan Abdullah2, Setya Chendra Wibawa3
  • 1: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
  • 2: 2Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
  • 3: 4Informatics Department, Universitas Negeri Surabaya, Indonesia
*Contact email: anderson@uitm.edu.my

Abstract

The fast-food industry is increasingly embracing self-service technologies to reduce operational costs and increase service efficiency. As with other new technologies, customers' experience with the self-service ordering kiosk is only sometimes positive. Although many studies have investigated the fast-food self-service ordering kiosk, several vital questions about customers' self-service technology usage experiences still need to be answered. Hence, the current study proposes a conceptual framework to examine the relationship between users' perceived quality, emotional usage experience, and technology familiarity on their continuous self-service ordering kiosk usage intention.Based on DeLone and McLean's Information Success Model and House of Quality, the study proposes that customers' perceptions of system quality, software design, technology familiarity, and innovativeness influence their reuse intention. The study introduces emotional usage satisfaction and technology familiarity as the critical intervening constructs of the conceptual research framework. The study might offer several theoretical and practical contributions to advancing self-service automation in the fast-food industry. The paper ended with a deliberation of the study's shortcomings that can assist as references for future research.