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A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and Behavioral Intentions

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Date Issued:
2019
Abstract/Description:
Innovation in technology has been growing rapidly in recent years. Many restaurants have been utilizing different types of self-service technologies (SSTs) to enhance their operations and customer satisfaction. Despite, the rapid spread of SSTs in the restaurant industry, very limited empirical research has been conducted to evaluate the influence of SSTs type on customer dining experience.Therefore, the purpose of this dissertation was to examine the SSTs values that influence restaurant customers' satisfaction and their decision to continue to reuse SSTs. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers' perception of the SST values across different types of restaurant proprietary SSTs (kiosk, tabletop, restaurant mobile app, and web-based SSTs).In order to examine the hypothesized relationships, a quantitative research approach was utilized with the survey research method. An online self-administered questionnaire was developed in Qualtrics for each type of SSTs. The questionnaires were distributed utilizing Amazon mechanical Turk (MTurk). Data was collected in May 2019 from restaurant customers who previously used/experienced one of four SSTs. A total of 619 questionnaires were usable and retained for the data analysis procedures. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model.The results revealed that emotional values were the most significant SST values that influence customer satisfaction with the restaurant SST experience and continuance intention. SSTs customization features were positively related to customer satisfaction across all the SSTs included in this study. The theoretical and practical implications of the results were discussed as well as the limitations of the study and future research directions.
Title: A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and Behavioral Intentions.
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Name(s): Zaitouni, Motaz, Author
Murphy, Kevin, Committee Chair
Zhang, Tingting, Committee Member
Wei, Wei, Committee Member
Severt, Kimberly, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2019
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Innovation in technology has been growing rapidly in recent years. Many restaurants have been utilizing different types of self-service technologies (SSTs) to enhance their operations and customer satisfaction. Despite, the rapid spread of SSTs in the restaurant industry, very limited empirical research has been conducted to evaluate the influence of SSTs type on customer dining experience.Therefore, the purpose of this dissertation was to examine the SSTs values that influence restaurant customers' satisfaction and their decision to continue to reuse SSTs. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers' perception of the SST values across different types of restaurant proprietary SSTs (kiosk, tabletop, restaurant mobile app, and web-based SSTs).In order to examine the hypothesized relationships, a quantitative research approach was utilized with the survey research method. An online self-administered questionnaire was developed in Qualtrics for each type of SSTs. The questionnaires were distributed utilizing Amazon mechanical Turk (MTurk). Data was collected in May 2019 from restaurant customers who previously used/experienced one of four SSTs. A total of 619 questionnaires were usable and retained for the data analysis procedures. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model.The results revealed that emotional values were the most significant SST values that influence customer satisfaction with the restaurant SST experience and continuance intention. SSTs customization features were positively related to customer satisfaction across all the SSTs included in this study. The theoretical and practical implications of the results were discussed as well as the limitations of the study and future research directions.
Identifier: CFE0007744 (IID), ucf:52406 (fedora)
Note(s): 2019-08-01
Ph.D.
Hospitality Management, Dean's Office HSPMG
Doctoral
This record was generated from author submitted information.
Subject(s): Self-service technologies (SSTs) -- Theory of Consumption Values (TCV) -- types of SSTs -- restaurant industry -- satisfaction -- continuance intention
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007744
Restrictions on Access: campus 2020-08-15
Host Institution: UCF

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