CUSTOMER INTENTION TO REUSE SELF-ORDERING KIOSKS IN FAST-FOOD RESTAURANTS: THE CASE OF BANGKOK, THAILAND

Authors: Marinakou, E., Giousmpasoglou, C. and Sakulrungsap, K.

Journal: Tourism and Hospitality Management

Volume: 29

Issue: 4

Pages: 545-559

eISSN: 1847-3377

ISSN: 1330-7533

DOI: 10.20867/thm.29.4.6

Abstract:

Purpose – The food sector has embraced new technologies in customer service, including self-ordering kiosks (SOKs). Such a service allows customers to select, customize, and pay for their meals through a device or kiosk. This study investigates customer satisfaction and intentions to reuse SOKs in the fast food context. Methodology/Design/Approach – This empirical study is based on quantitative research; an online survey with a self-administered questionnaire was designed to measure customer satisfaction and intention to reuse SOKs among adult Thai McDonald’s customers in Bangkok. Findings – The results indicate that service quality dimensions, perceived value, and customer experience influence customer satisfaction, which in turn influences reuse intention. The results suggest that the fast food self-service ordering system is a unique service environment that requires its own focus in academic study and management. Practical implications-Management implications suggest that service standards for self-service kiosks must be consistent with customer expectations during the customer-machine service encounter. Originality of the research-The study suggests that research needs to be responsive to the swift and ongoing changes in the technological environment, as these changes could affect customer experience; we also propose that more empirical research should be conducted in the Western context to examine differences in customer experience.

https://eprints.bournemouth.ac.uk/38769/

Source: Scopus

CUSTOMER INTENTION TO REUSE SELF-ORDERING KIOSKS IN FAST- FOOD RESTAURANTS: THE CASE OF BANGKOK, THAILAND

Authors: Marinakou, E., Giousmpasoglou, C. and Sakulrungsap, K.

Journal: TOURISM AND HOSPITALITY MANAGEMENT-CROATIA

Volume: 29

Issue: 4

Pages: 545-559

eISSN: 1847-3377

ISSN: 1330-7533

DOI: 10.20867/thm.29.4.6

https://eprints.bournemouth.ac.uk/38769/

Source: Web of Science (Lite)

CUSTOMER INTENTION TO REUSE SELF-ORDERING KIOSKS IN FAST-FOOD RESTAURANTS: THE CASE OF BANGKOK, THAILAND

Authors: Marinakou, E., Giousmpasoglou, C. and Sakulrungsap, K.

Editors: Jankovic, S.

Journal: Tourism & Hospitality Management

Publisher: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija

eISSN: 1847-3377

ISSN: 1330-7533

DOI: 10.20867/thm.29.4.6

Abstract:

Purpose – The food sector has embraced new technologies in customer service, including self-ordering kiosks (SOKs). Such a service allows customers to select, customize and pay for their meals through a device or kiosk. This study investigates customer satisfaction and intention to reuse the SOKs in the fast-food context.

Methodology/Design/Approach – This empirical study is based on quantitative research; an online survey using a self-administered questionnaire was designed to measure customer satisfaction and intention to reuse SOKs among adult Thai consumers of McDonald’s in Bangkok.

Findings – The results indicate that service quality dimensions, perceived value, and customer experience influenced customer satisfaction, which in turn influenced reuse intentions. The findings suggest that the fast-food self-service ordering system is a unique service environment that needs its own focus in academic study and management.

Practical implications - The managerial implications suggest that service standards for self-service kiosks must be consistent with customers’ expectations during the customer-machine service encounter.

Originality of the research - The study proposes that research needs to be responsive to the swift and ongoing changes in the technological environment, as these changes could affect the customer experience; we also propose that more empirical research should be conducted in the Western context to explore differences in customer experience.

https://eprints.bournemouth.ac.uk/38769/

Source: Manual

Customer intention to reuse self-ordering kiosks in fast-food restaurant: the case of Bangkok, Thailand

Authors: Marinakou, E., Giousmpasoglou, C. and Sakulrungsap, K.

Editors: Jankovic, S.

Journal: Tourism & Hospitality Management

Volume: 29

Issue: 4

Pages: 545-559

Publisher: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija

ISSN: 1330-7533

Abstract:

Purpose – The food sector has embraced new technologies in customer service, including self-ordering kiosks (SOKs). Such a service allows customers to select, customize and pay for their meals through a device or kiosk. This study investigates customer satisfaction and intention to reuse the SOKs in the fast-food context.

Methodology/Design/Approach – This empirical study is based on quantitative research; an online survey using a self-administered questionnaire was designed to measure customer satisfaction and intention to reuse SOKs among adult Thai consumers of McDonald’s in Bangkok.

Findings – The results indicate that service quality dimensions, perceived value, and customer experience influenced customer satisfaction, which in turn influenced reuse intentions. The findings suggest that the fast-food self-service ordering system is a unique service environment that needs its own focus in academic study and management.

Practical implications - The managerial implications suggest that service standards for self-service kiosks must be consistent with customers’ expectations during the customer-machine service encounter.

Originality of the research - The study proposes that research needs to be responsive to the swift and ongoing changes in the technological environment, as these changes could affect the customer experience; we also propose that more empirical research should be conducted in the Western context to explore differences in customer experience.

https://eprints.bournemouth.ac.uk/38769/

Source: BURO EPrints