THE ADOPTION OF SELF ORDERING MACHINE TECHNOLOGY BY CUSTOMERS AND THE INFLUENCE ON CUSTOMER SATISFACTION
Keywords:
Self ordering machine, Technology Acceptance Model, Customer satisfaction, fast food restaurant.Abstract
Increased competition among fast food restaurants, causing the restaurant to innovate. In accordance with developments in the current digital era, restaurants innovate by providing self-ordering machines. This study aims to determine the customer's willingness to adopt the machine and its effect on customer satisfaction based on the theory “Technology Acceptance Model (TAM)”. This research is a correlational research with the research sample is customers at fast food restaurants. Data analysis used regression analysis. The results of the study indicate that customers are willing to adopt self-ordering machines because these machines provide convenience and benefits in their use, so that customers feel satisfied. Ordering through machines can save ordering time and customers can order food according to their tastes.
Downloads
References
Arsalan, S., Technology Adoption Of Millennial Generations In Implementation Of Self Ordering Machine In Fast Food Restaurant. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 2021. 12(8): p. 556-560.
Gao, F. and X. Su, Omnichannel service operations with online and offline self-order technologies.Management Science, 2018. 64(8): p. 3595-3608.DOI: https://doi.org/10.1287/mnsc.2017.2787.
Budayan, C., I. Dikmen, and M.T. Birgonul, Comparing the performance of traditional cluster analysis, self-organizing maps and fuzzy C-means method for strategic grouping. Expert Systems with Applications, 2009. 36(9): p. 11772-11781.DOI: https://doi.org/10.1016/j.eswa.2009.04.022.
Bulmer, S., J. Elms, and S. Moore, Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices. Journal of Retailing and Consumer Services, 2018. 42: p. 107-116.DOI: https://doi.org/10.1016/j.jretconser.2018.01.016.
Barsky, J.D. and R. Labagh, A strategy for customer satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 1992. 33(5): p. 32-40.DOI: https://doi.org/10.1016/0010- 8804(92)90025-Z.
Homburg, C., N. Koschate, and W.D. Hoyer, Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 2005. 69(2): p. 84-96.DOI: https://doi.org/10.1509/jmkg.69.2.84.60760.
Karthikeyan, P., Technology adoption and customer satisfaction in banking technological services.Journal of Internet Banking and Commerce, 2016. 21(3): p. 1.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
