Navigating the Digital Hospitality Frontier: Unravelling the Intricacies Between Technology Adoption Level and Tech-Induced Role Ambiguity

Abstract

The restaurant industry rapidly adopted mobile ordering technology during the pandemic, with certain customers preferring it post-pandemic. Understanding its impact on employees is crucial, particularly regarding role ambiguity in handling both face-to-face and mobile orders. Using the Job Demands-Resources Model and the Coping Model of User Adaptation, this study explores how mobile order adoption in restaurants impacts employees’ perceived role ambiguity and job performance. Findings from 483 restaurant frontline employees showed a curvilinear relationship between the level of mobile order adoption and role ambiguity; a moderate adoption level induced peak ambiguity. These findings emphasize the need to manage role ambiguity in integrating mobile ordering technology effectively.

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