An integrated model for understanding the role of self-service technology attributes and customers’ demographic characteristics in the restaurant service context

Abstract

ABSTRACT Due to the growth of self-service technology (SST) in the service setting, in this study we propose and test a comprehensive model that captures the relative impacts of SST-related drivers (functionality, enjoyment, security/privacy, assurance, design, convenience, and customization) of customer attitude and behavioral intention in the restaurant setting. We surveyed 312 restaurant customers using SST and analyzed our proposed model using partial least squares structural equation modeling. Our results demonstrate, first, that the factors influencing customer attitudes toward SST are functionality and convenience. Second, customer attitude influences customer intentions to use SST in the future. Third, there are differences among SST attributes on customer behavior across gender, age, and income. There are significant impacts of enjoyment on attitudes among male, young, and high-income customers. This study contributes to the existing hospitality literature by examining the relative roles of various SST attributes as well as the demographic factors in the restaurant service context.