Factors That Influence Consumer Intention to Reuse Self-Service Technology at Commercial Food Service Establishment
Abstract
Self-service technology refers to a group of technologies that empower customers to do tasks independently without the aid of a worker. The term "self-service technology," or SST, has become increasingly commonplace in today's service sector. Food service industry have introduced online application or online program which allowing customers to make order through digital platform by using tablet or digital ordering screen. The technology improves quality of service delivery, and the service will be delivered to the customers with less number of staff. However, there is still a drawback of implementing and using SST in offering products and service to the customers especially for food service business. High cost of implementation, unfamiliar system, eliminate of human contact and transaction problem are the drawbacks of implementing and using SST. Therefore, it is essential for researchers and practitioners to understand how customers perceive Self-service technology (SST) and how they have their intention to reuse SST at food service establishment. This study examined the relationship between effectiveness, perceived usefulness, perceived ease of use, and perceived consumer enjoyment towards consumers' intention to reuse Self-service technology (SST) at commercial foodservice establishments in Subang Jaya. The study adopts a quantitative approach where data were collected from 384 participants. A questionnaire was distributed among Subang Jaya residents that aged 18 years old and above. The data were analysed using SPSS for hypothesis testing. The study discovered that the factors of effectiveness, perceived usefulness, perceived ease of use, and perceived consumer enjoyment are significantly impact on consumers' intention to reuse SST, with the factor of usefulness are being the most significant determinant to the study. These findings are valuable for those customers of commercial food service businesses as well as to food service provider that struggle to serve the best products and service to their customer
References
Ahn, J. A., & Seo, S. (2018). Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity. International Journal of Hospitality Management, 74, 109–121.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28–44.
Ariffin, S. K., & Lim, K. T. (2020). Investigating Factors Affecting Intention to Use Mobile Payment Among Young Professionals in Malaysia. Advances in Economics, Business and Management Research, 141, 6–11.
Bolodeoku, P. B., Igbinoba, E., Salau, P. O., Chukwudi, C. K., & Idia, S. E. (2022) Perceived usefulness of technology and multiple salient outcomes: the improbable case of oil and gas workers, 8(4).
Chen, T., Guo, W., Gao, X., & Liang, Z. (2021). AI-based self-service technology in public service delivery: User experience and influencing factors. Government Information Quarterly, 38(4).
Chua, B. L., Karim, S., Lee, S., & Han, H. (2020). Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions. International Journal of Environmental Research and Public Health, 17(17), 6276.
Chwah, C. X., Goh, W. C., Lim, J. H., Tai, Y. L., & Tan, W. W. (2018). Determinants of contactless payment adoption in Malaysia. Retrieved on April 15, 2023, from chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/http://eprints.utar.edu.my/3087/1/fyp_BF_2018_CCX.pdf
Codling, S., Pinnock, J., Barrett, E., Gayle, S., Stephenson, N., Sibblies, N., & Sinclair-Maragh, G. (2023). Factors Contributing to Staff Turnover in the Hotel Industry: A Literature Review. Retrieved on April 20, 2023, from https://www.intechopen.com/chapters/84110.
Cserdi, Z., & Kenesei, Z. (2021). Attitudes to forced adoption of new technologies in public transportation services. Research in Transportation Business & Management, 41.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology A Comparison of Two Theoretical Models. Management Science, 35, 982–1003.
Fishbein, M. A., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Research Gate; Reading, MA: Addison-Wesley. Retrieved on February 1, 2023, from https://www.researchgate.net/publication/233897090_Belief_attitude_intention_and_behaviour_An_introduction_to_theory_and_research
Giousmpasoglou, C., & Hua, T. (2020). The Use of Self-Service Technologies in Budget Hotels: The Case of Bournemouth. European Journal of Tourism Hospitality and Recreation. 10. 251-261.
Guan, X., Xie, L., Shen, W. G., & Huan, T. C. (2021). Are you a tech-savvy person? Exploring factors influencing customers using self-service technology. Technology in Society, 65.
Gures, N., Inan, H., & Arslan, S. (2018). Assessing the self-service technology usage of Y-Generation in airline services. Journal of Air Transport Management, 71, 215–219.
Hamid, R., Mohd Janor, R., Mohd, H., Normaizana, N. M., Nik, A., & Zaliha, Z. (2021). Determining Green Practices Through the Use of Self-Service Technology (SST): Service Quality, Satisfaction, Loyalty and Behavioral Intention in the Green Hotel Industry. American Journal of Humanities and Social Sciences, 4, 212-225.
Han, J., Moon, H., Oh, Y., Chang, J. Y., & Ham, S. (2020). Impacts of menu information quality and nutrition information quality on technology acceptance characteristics and behaviours toward fast food restaurants' Kiosks. Nutrition Research and Practice, 14(2), 167.
Jee, A. A., & Soobin, S. (2018). Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity, International Journal of Hospitality Management, 74, 109-121.
Jin, C. C., Seong, L. C., & Khin, A. A. (2020). Consumers’ Behavioural Intention to Accept of the Mobile Wallet in Malaysia. Journal of Southwest Jiaotong University, 55(1), 1–13
Karim, W. M., Haque, A., Ulfy, A. M., & Hossain, A. (2020). Factors Influencing the Use of E-wallet as a Payment Method among Malaysian Young Adults. International Journal of Business and Management, 3, 01-12.
Karim, R. A., Rabiul, M. K., Ishrat, M., Promsivapallop, P., & Kawser, S. (2023). Can Blockchain Payment Services Influence Customers’ Loyalty Intention in the Hospitality Industry? A Mediation Assessment. Administrative Sciences, 13(3), 85.
Kaur, P., Dhir, A., Bodhi, R., Singh, T., & Almotairi, M. (2020). Why do people use and recommend m-wallets? Journal of Retailing and Consumer Services, 56.
Khan, S., & Abdullah, N. N. (2019). The effect of ATM service quality on customer’s satisfaction and loyalty: An empirical Analysis. RJOAS, 5(89).
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610.
Lambert, A., Jones, R. P., & Clinton, S. (2021). Employee engagement and the service profit chain in a quick-service restaurant organization. Journal of Business Research, 135, 214–225.
Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A systematic review of A.I. technology-based service encounters: Implications for hospitality and tourism operations, International Journal of Hospitality Management, 95.
Marikyan, D., & Papagiannidis, S. (2023). Unified Theory of Acceptance and Use of Technology: Retrieved on July 13, 2023, from http://open.ncl.ac.uk
Minjun, R., & Kiwan, P. (2018). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management. 47.
Moriuchi, E. (2021). An empirical study of consumers' intention to use biometric facial recognition as a payment method. Wiley Online Library, 38(10), 1741-1765.
Pai, C. K., Wu, Z. T., Lee, S., Lee, J., & Kang, S. (2022). Service Quality of Social Media-Based Self-Service. Technology in the FoodService. Retrieved on July 13, 2023, from https://doi.org/10.3390/ su142013483
Park, S., Lehto, X., & Lehto, M. (2021). Self-service technology kiosk design for restaurants: An QFD application. International Journal of Hospitality Management, 92, 102757.
Pedrosa, A. L., Bitencourt, L., Fróes A. C. F., Cazumbá, M. L. B, Campos, R. G. B, Brito, S. B. C. S., & Simões e Silva, A.C. (2020). Emotional, Behavioral, and Psychological Impact of the COVID-19 Pandemic. Front. Psychol. 11.
Petaling District Malaysia Population Statistics, Charts, Map and Location. (2020). Citypopulation.de. Retrieved on January 25, 2023, from https://www.citypopulation.de/en/malaysia/admin/selangor/1005__petaling/
RedyRef. (2019). What is Self-Service: The Impact of Digital Self-Service Kiosks on Consumers - REDYREF Kiosks. Retrieved on January 25, 2023, from https://redyref.com/what-is-self-service/
Ridho, I., & Juliater, S. (2021). SST-Servqual and customer outcomes in service industry: Mediating the rule of corporate reputation. Management Science Letters, 11.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. 5(10). Retrieved on July 15, 2023, from https://pubmed.ncbi.nlm.nih.gov/31720459/
Sari, V. N., & Anggraini, D. (2020). Factors Affecting Community Interest in the Use of Non-Cash (Digital) Payments. Journal of Humanities and Social Studies, 4(2), 185–191.
See, S. F., & Goh, Y. N. (2020). Factors affecting restaurant customer intention to adopt mobile
payment. Malaysian Journal of Consumer and Family Economics, 25, 62–91.
Serhan, M., & Serhan, C. (2019). "The Impact of Food Service Attributes on Customer Satisfaction in a Rural University Campus Environment". International Journal of Food Science, 2019 (1), 1-12.
Shim, H. S., Han, S. L., & Ha, J. (2021). The Effects of Consumer Readiness on the Adoption of Self-Service Technology: Moderating Effects of Consumer Traits and Situational Factors. Sustainability, 13(1), 95.
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived Ease of Use, Perceived Usefulness, Perceived Security and Intention to Use E-Filing: The Role of Technology Readiness. The Journal of Asian Finance, Economics and Business, 7(9), 537–547.
Tai, Y. F., Wang, Y. C., & Luo, C. C. (2021). Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry. Serv Bus, 15(4), 667-94.
TechTarget. (2022). 9 disadvantages of self-service options. Customer Experience; TechTarget. Retrieved on January 25, 2023, from https://www.techtarget.com/searchcustomerexperience/tip/6-reasons-why-self-service-options-fail
Vakulenko, Y., Oghazi, P., & Hellström, D. (2019). Innovative framework for self-service kiosks: Integrating customer value knowledge, Journal of Innovation & Knowledge, 4(4), 262-268.
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273–315.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). "User Acceptance of Information Technology Toward a Unified View", MIS Quarterly, 27(3), 425-478.
Wang, C., & Teo, T. S. H. (2020). Online service quality and perceived value in mobile government success: An empirical study of mobile police in China. International Journal of Information Management, 52.
Xu, Y., Jeong, E. H., Baiomy, A. E., & Shao, X. (2020). Investigating Onsite Restaurant Interactive Self-Service Technology (ORISST) use Customer Expectations and intentions. International Journal of Contemporary Hospitality Management, 32(10), 3335–3360.
Yogesh, K., Dwivedi, Elvira I. D., Hughes, L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., S. Krishen, A., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, A. P., Rowley, J., Salo, J., Tran, A. G., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 0268-4012.
Zhong, Y., Oh, S., & Moon, H. C. (2021). Service transformation under Industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model. Technology in Society, 64.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28–44.
Ariffin, S. K., & Lim, K. T. (2020). Investigating Factors Affecting Intention to Use Mobile Payment Among Young Professionals in Malaysia. Advances in Economics, Business and Management Research, 141, 6–11.
Bolodeoku, P. B., Igbinoba, E., Salau, P. O., Chukwudi, C. K., & Idia, S. E. (2022) Perceived usefulness of technology and multiple salient outcomes: the improbable case of oil and gas workers, 8(4).
Chen, T., Guo, W., Gao, X., & Liang, Z. (2021). AI-based self-service technology in public service delivery: User experience and influencing factors. Government Information Quarterly, 38(4).
Chua, B. L., Karim, S., Lee, S., & Han, H. (2020). Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions. International Journal of Environmental Research and Public Health, 17(17), 6276.
Chwah, C. X., Goh, W. C., Lim, J. H., Tai, Y. L., & Tan, W. W. (2018). Determinants of contactless payment adoption in Malaysia. Retrieved on April 15, 2023, from chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/http://eprints.utar.edu.my/3087/1/fyp_BF_2018_CCX.pdf
Codling, S., Pinnock, J., Barrett, E., Gayle, S., Stephenson, N., Sibblies, N., & Sinclair-Maragh, G. (2023). Factors Contributing to Staff Turnover in the Hotel Industry: A Literature Review. Retrieved on April 20, 2023, from https://www.intechopen.com/chapters/84110.
Cserdi, Z., & Kenesei, Z. (2021). Attitudes to forced adoption of new technologies in public transportation services. Research in Transportation Business & Management, 41.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology A Comparison of Two Theoretical Models. Management Science, 35, 982–1003.
Fishbein, M. A., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Research Gate; Reading, MA: Addison-Wesley. Retrieved on February 1, 2023, from https://www.researchgate.net/publication/233897090_Belief_attitude_intention_and_behaviour_An_introduction_to_theory_and_research
Giousmpasoglou, C., & Hua, T. (2020). The Use of Self-Service Technologies in Budget Hotels: The Case of Bournemouth. European Journal of Tourism Hospitality and Recreation. 10. 251-261.
Guan, X., Xie, L., Shen, W. G., & Huan, T. C. (2021). Are you a tech-savvy person? Exploring factors influencing customers using self-service technology. Technology in Society, 65.
Gures, N., Inan, H., & Arslan, S. (2018). Assessing the self-service technology usage of Y-Generation in airline services. Journal of Air Transport Management, 71, 215–219.
Hamid, R., Mohd Janor, R., Mohd, H., Normaizana, N. M., Nik, A., & Zaliha, Z. (2021). Determining Green Practices Through the Use of Self-Service Technology (SST): Service Quality, Satisfaction, Loyalty and Behavioral Intention in the Green Hotel Industry. American Journal of Humanities and Social Sciences, 4, 212-225.
Han, J., Moon, H., Oh, Y., Chang, J. Y., & Ham, S. (2020). Impacts of menu information quality and nutrition information quality on technology acceptance characteristics and behaviours toward fast food restaurants' Kiosks. Nutrition Research and Practice, 14(2), 167.
Jee, A. A., & Soobin, S. (2018). Consumer responses to interactive restaurant self-service technology (IRSST): The role of gadget-loving propensity, International Journal of Hospitality Management, 74, 109-121.
Jin, C. C., Seong, L. C., & Khin, A. A. (2020). Consumers’ Behavioural Intention to Accept of the Mobile Wallet in Malaysia. Journal of Southwest Jiaotong University, 55(1), 1–13
Karim, W. M., Haque, A., Ulfy, A. M., & Hossain, A. (2020). Factors Influencing the Use of E-wallet as a Payment Method among Malaysian Young Adults. International Journal of Business and Management, 3, 01-12.
Karim, R. A., Rabiul, M. K., Ishrat, M., Promsivapallop, P., & Kawser, S. (2023). Can Blockchain Payment Services Influence Customers’ Loyalty Intention in the Hospitality Industry? A Mediation Assessment. Administrative Sciences, 13(3), 85.
Kaur, P., Dhir, A., Bodhi, R., Singh, T., & Almotairi, M. (2020). Why do people use and recommend m-wallets? Journal of Retailing and Consumer Services, 56.
Khan, S., & Abdullah, N. N. (2019). The effect of ATM service quality on customer’s satisfaction and loyalty: An empirical Analysis. RJOAS, 5(89).
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610.
Lambert, A., Jones, R. P., & Clinton, S. (2021). Employee engagement and the service profit chain in a quick-service restaurant organization. Journal of Business Research, 135, 214–225.
Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A systematic review of A.I. technology-based service encounters: Implications for hospitality and tourism operations, International Journal of Hospitality Management, 95.
Marikyan, D., & Papagiannidis, S. (2023). Unified Theory of Acceptance and Use of Technology: Retrieved on July 13, 2023, from http://open.ncl.ac.uk
Minjun, R., & Kiwan, P. (2018). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management. 47.
Moriuchi, E. (2021). An empirical study of consumers' intention to use biometric facial recognition as a payment method. Wiley Online Library, 38(10), 1741-1765.
Pai, C. K., Wu, Z. T., Lee, S., Lee, J., & Kang, S. (2022). Service Quality of Social Media-Based Self-Service. Technology in the FoodService. Retrieved on July 13, 2023, from https://doi.org/10.3390/ su142013483
Park, S., Lehto, X., & Lehto, M. (2021). Self-service technology kiosk design for restaurants: An QFD application. International Journal of Hospitality Management, 92, 102757.
Pedrosa, A. L., Bitencourt, L., Fróes A. C. F., Cazumbá, M. L. B, Campos, R. G. B, Brito, S. B. C. S., & Simões e Silva, A.C. (2020). Emotional, Behavioral, and Psychological Impact of the COVID-19 Pandemic. Front. Psychol. 11.
Petaling District Malaysia Population Statistics, Charts, Map and Location. (2020). Citypopulation.de. Retrieved on January 25, 2023, from https://www.citypopulation.de/en/malaysia/admin/selangor/1005__petaling/
RedyRef. (2019). What is Self-Service: The Impact of Digital Self-Service Kiosks on Consumers - REDYREF Kiosks. Retrieved on January 25, 2023, from https://redyref.com/what-is-self-service/
Ridho, I., & Juliater, S. (2021). SST-Servqual and customer outcomes in service industry: Mediating the rule of corporate reputation. Management Science Letters, 11.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. 5(10). Retrieved on July 15, 2023, from https://pubmed.ncbi.nlm.nih.gov/31720459/
Sari, V. N., & Anggraini, D. (2020). Factors Affecting Community Interest in the Use of Non-Cash (Digital) Payments. Journal of Humanities and Social Studies, 4(2), 185–191.
See, S. F., & Goh, Y. N. (2020). Factors affecting restaurant customer intention to adopt mobile
payment. Malaysian Journal of Consumer and Family Economics, 25, 62–91.
Serhan, M., & Serhan, C. (2019). "The Impact of Food Service Attributes on Customer Satisfaction in a Rural University Campus Environment". International Journal of Food Science, 2019 (1), 1-12.
Shim, H. S., Han, S. L., & Ha, J. (2021). The Effects of Consumer Readiness on the Adoption of Self-Service Technology: Moderating Effects of Consumer Traits and Situational Factors. Sustainability, 13(1), 95.
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived Ease of Use, Perceived Usefulness, Perceived Security and Intention to Use E-Filing: The Role of Technology Readiness. The Journal of Asian Finance, Economics and Business, 7(9), 537–547.
Tai, Y. F., Wang, Y. C., & Luo, C. C. (2021). Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry. Serv Bus, 15(4), 667-94.
TechTarget. (2022). 9 disadvantages of self-service options. Customer Experience; TechTarget. Retrieved on January 25, 2023, from https://www.techtarget.com/searchcustomerexperience/tip/6-reasons-why-self-service-options-fail
Vakulenko, Y., Oghazi, P., & Hellström, D. (2019). Innovative framework for self-service kiosks: Integrating customer value knowledge, Journal of Innovation & Knowledge, 4(4), 262-268.
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273–315.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). "User Acceptance of Information Technology Toward a Unified View", MIS Quarterly, 27(3), 425-478.
Wang, C., & Teo, T. S. H. (2020). Online service quality and perceived value in mobile government success: An empirical study of mobile police in China. International Journal of Information Management, 52.
Xu, Y., Jeong, E. H., Baiomy, A. E., & Shao, X. (2020). Investigating Onsite Restaurant Interactive Self-Service Technology (ORISST) use Customer Expectations and intentions. International Journal of Contemporary Hospitality Management, 32(10), 3335–3360.
Yogesh, K., Dwivedi, Elvira I. D., Hughes, L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., S. Krishen, A., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, A. P., Rowley, J., Salo, J., Tran, A. G., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 0268-4012.
Zhong, Y., Oh, S., & Moon, H. C. (2021). Service transformation under Industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model. Technology in Society, 64.
Published
2023-09-01
How to Cite
IDRIS, Nur Amanina et al.
Factors That Influence Consumer Intention to Reuse Self-Service Technology at Commercial Food Service Establishment.
International Journal of Business and Technology Management, [S.l.], v. 5, n. S1, p. 165-178, sep. 2023.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/23617>. Date accessed: 19 may 2025.
