Interactive service quality on the acceptance of self-service ordering systems for the restaurant industry
Journal of Hospitality and Tourism Technology
Article publication date: 28 December 2020
Issue publication date: 15 July 2021
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.
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.
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.
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.
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。
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。
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).
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
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