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Interactive service quality on the acceptance of self-service ordering systems for the restaurant industry

Ting Yang (International Business School, Jinan University, Guangzhou, China)
Ivan Ka Wai Lai (Faculty of International Tourism and Management, City University of Macau, Macau, China)
Zhao-Bin Fan (International Business School, Jinan University, Guangzhou, China)
Qing-Min Mo (School of Business, Macau University of Science and Technology, Macau, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 28 December 2020

Issue publication date: 15 July 2021

439

Abstract

Purpose

The purpose of this paper is to identify the factors that explain the acceptance of self-service ordering systems (SOSs) for restaurants and to explore the effects of “self-service system service quality” (SSQ) and “interpersonal service quality” (ISQ) on the acceptance factors extended from the Unified Theory of Acceptance and Use of Technology model.

Design/methodology/approach

This study targets customers who have recently used SOSs to order foods in middle-class restaurants. In total, 402 valid survey samples were obtained. Partial least squares (PLS) analysis was used to examine the factors of user acceptance of using SOSs.

Findings

The results of the PLS-SEM analysis indicate that SSQ has a significant effect on accuracy expectancy, speed expectancy and effort expectancy; ISQ has a significant effect on accuracy expectancy, speed expectancy, effort expectancy and facilitating conditions; and accuracy expectancy, speed expectancy, effort expectancy, social influence, facilitating conditions and budget expectancy significantly influence user acceptance of SOSs. Furthermore, user experiences moderate the effect of speed expectancy and effort expectancy on user acceptance.

Originality/value

This study introduces three technology acceptance factors (accuracy, speed and budget) for researchers to consider in the future. It also extends the knowledge about the human service factor when middle-class restaurants adopt self-service technologies (SSTs). Recommendations are provided for system developers to improve the system quality of SSTs and service staff to rethink their roles in adopting SSTs in the service industry.

研究目的

本文研究目的有:(1)确认解释客人接受餐厅自助订餐系统(SOSs)的决定因素(2)探索自助系统服务质量(SSQ)和人机服务质量(ISQ)对于UTAUT模型科技接受因素的作用。

研究设计/方法/途径

本论文的目标受众为近期使用过SOSs在中等餐厅点餐过的客人。样本为402份有效问卷数据。本论文使用PLS分析检测用户接受SOSs的各项因素。

研究结果

PLS-SEM分析结果表明, SSQ对准确预期、速度预期、努力预期, 有显著作用; ISQ对于准确预期、速度预期、努力预期、以及辅助条件, 有显著作用; 准确预期、速度预期、努力预期、社会影响、辅助条件、以及预算预期对于SOSs用户接受有显著作用。此外, 用户体验调节速度预期和努力预期对于用户接受的作用。

研究原创性/价值

本论文新增了三种科技接受因子(准确度、速度、和预算), 为未来的科研创造土壤。本论文还扩展了我们对于人员服务因子在中等餐厅采用SSTs的认知。本论文建议系统开发者应该提高SST系统质量, 以及建议服务人员重新审视在服务产业采用SST中自己的位置。

Keywords

Acknowledgements

This research was supported by the Fundamental Research Funds for the Central Universities of China (No. 19JNLH06) and the Funds of Soft Sciences of Guangdong, China (No. 2019A101002023).

Citation

Yang, T., Lai, I.K.W., Fan, Z.-B. and Mo, Q.-M. (2021), "Interactive service quality on the acceptance of self-service ordering systems for the restaurant industry", Journal of Hospitality and Tourism Technology, Vol. 12 No. 2, pp. 271-286. https://doi.org/10.1108/JHTT-02-2020-0041

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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