Investigating onsite restaurant interactive self-service technology (ORISST) use: customer expectations and intentions
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 12 September 2020
Issue publication date: 14 October 2020
Abstract
Purpose
This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model.
Design/methodology/approach
An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used.
Findings
The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants.
Originality/value
This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.
Keywords
Citation
Xu, Y., Jeong, E., Baiomy, A.E. and Shao, X. (2020), "Investigating onsite restaurant interactive self-service technology (ORISST) use: customer expectations and intentions", International Journal of Contemporary Hospitality Management, Vol. 32 No. 10, pp. 3335-3360. https://doi.org/10.1108/IJCHM-02-2020-0157
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited