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Customer service experience for a smart automated coffee vending machine

Pipatpong Fakfare (School of Humanities and Tourism Management, Bangkok University, Bangkok, Thailand)
Bongkosh Rittichainuwat (International Program in Hotel and Tourism Management, Siam University, Bangkok, Thailand)
Noppadol Manosuthi (Faculty of Sports Science, Consumer Insights in Sports or Service-Related Business Research Unit, Chulalongkorn University, Bangkok, Thailand)
Walanchalee Wattanacharoensil (Tourism and Hospitality Management Division, Mahidol University International College, Salaya, Thailand)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 August 2024

Issue publication date: 16 October 2024

378

Abstract

Purpose

This research examined the influence of the service attribute components of a smart automated coffee vending machine on the enjoyment and choice behaviour of customers from the perspective of the Stimulus-Organism-Response paradigm.

Design/methodology/approach

To gain an improved understanding of the influential factors that can yield the desired study outcomes, this research employed sufficiency logic and necessity logic to provide insights and practical implications for research.

Findings

While this study identified “special benefits” as a sufficient factor to induce both enjoyment and choice behaviour, “interactive experience” and “ease of use” were found to be the fundamental factors for achieving these two desirable outcomes.

Originality/value

This research extends beyond the conventional approach of symmetric analysis by incorporating necessary condition analysis to explore the essential conditions necessary for enjoyment and choice behaviours during automated-vending-machine consumption. The smart feature, highlighted by the ‘interactive experience,’ is revealed as one of the necessary factors in fostering enjoyment and influencing consumer choice of beverages from smart automated vending machines.

Keywords

Acknowledgements

This research is funded by the Thailand Science Research and Innovation Fund, Chulalongkorn University (Fundamental Fund 2023-2024). We acknowledge the significant contributions of Noppadol Manosuthi, who is recognized as an equal first author of this research.

Citation

Fakfare, P., Rittichainuwat, B., Manosuthi, N. and Wattanacharoensil, W. (2024), "Customer service experience for a smart automated coffee vending machine", International Journal of Retail & Distribution Management, Vol. 52 No. 7/8, pp. 786-800. https://doi.org/10.1108/IJRDM-02-2024-0063

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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