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

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.