Factors That Influence Consumer Intention to Reuse Self-Service Technology at Commercial Food Service Establishment

Abstract

Self-service technology refers to a group of technologies that empower customers to do tasks independently without the aid of a worker. The term "self-service technology," or SST, has become increasingly commonplace in today's service sector. Food service industry have introduced online application or online program which allowing customers to make order through digital platform by using tablet or digital ordering screen. The technology improves quality of service delivery, and the service will be delivered to the customers with less number of staff. However, there is still a drawback of implementing and using SST in offering products and service to the customers especially for food service business. High cost of implementation, unfamiliar system, eliminate of human contact and transaction problem are the drawbacks of implementing and using SST. Therefore, it is essential for researchers and practitioners to understand how customers perceive Self-service technology (SST) and how they have their intention to reuse SST at food service establishment. This study examined the relationship between effectiveness, perceived usefulness, perceived ease of use, and perceived consumer enjoyment towards consumers' intention to reuse Self-service technology (SST) at commercial foodservice establishments in Subang Jaya. The study adopts a quantitative approach where data were collected from 384 participants. A questionnaire was distributed among Subang Jaya residents that aged 18 years old and above. The data were analysed using SPSS for hypothesis testing. The study discovered that the factors of effectiveness, perceived usefulness, perceived ease of use, and perceived consumer enjoyment are significantly impact on consumers' intention to reuse SST, with the factor of usefulness are being the most significant determinant to the study. These findings are valuable for those customers of commercial food service businesses as well as to food service provider that struggle to serve the best products and service to their customer