Investigating onsite restaurant interactive self-service technology (ORISST) use: customer expectations and intentions

Yang Xu · EunHa Jeong · Ahmed Baiomy · Xiaolong Shao

46 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty AI in Service Interactions

Abstract

Purpose This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model. Design/methodology/approach An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used. Findings The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants. Originality/value This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2001Consumer perceived value: The development of a multiple item scale

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