Customer intention to reuse self-ordering kiosks in fast-food restaurant: the case of Bangkok, Thailand

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM
Evangelia Marinakou, Charalampos Giousmpasoglou, Kanpisuth Sakulrungsap
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引用次数: 0

Abstract

Purpose – The food sector has embraced new technologies in customer service, including self-ordering kiosks (SOKs). Such a service allows customers to select, customize, and pay for their meals through a device or kiosk. This study investigates customer satisfaction and intentions to reuse SOKs in the fast food context. Methodology/Design/Approach – This empirical study is based on quantitative research; an online survey with a self-administered questionnaire was designed to measure customer satisfaction and intention to reuse SOKs among adult Thai McDonald’s customers in Bangkok. Findings – The results indicate that service quality dimensions, perceived value, and customer experience influence customer satisfaction, which in turn influences reuse intention. The results suggest that the fast food self-service ordering system is a unique service environment that requires its own focus in academic study and management. Practical implications - Management implications suggest that service standards for selfservice kiosks must be consistent with customer expectations during the customer-machine service encounter. Originality of the research - The study suggests that research needs to be responsive to the swift and ongoing changes in the technological environment, as these changes could affect customer experience; we also propose that more empirical research should be conducted in the Western context to examine differences in customer experience.
顾客在快餐店重复使用自助点餐亭的意图:泰国曼谷的案例
目的——食品行业在客户服务方面采用了新技术,包括自助点餐亭(SOKs)。这种服务允许顾客通过设备或售货亭选择、定制和支付他们的食物。本研究旨在探讨快餐情境下顾客满意度与SOKs重复使用的意向。方法论/设计/方法-这种实证研究是基于定量研究;我们设计了一份自我管理的在线调查问卷,以衡量曼谷泰国麦当劳成年顾客的顾客满意度和重复使用SOKs的意愿。研究结果-结果表明,服务质量维度、感知价值和客户体验影响客户满意度,进而影响重用意愿。研究结果表明,快餐自助点餐系统是一种独特的服务环境,需要在学术研究和管理上有自己的重点。实际影响-对管理的影响表明,自助服务站的服务标准必须符合顾客在顾客-机器服务过程中的期望。研究的原创性-研究表明,研究需要对技术环境的快速和持续变化作出反应,因为这些变化可能会影响客户体验;我们还建议在西方背景下进行更多的实证研究,以检验客户体验的差异。
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来源期刊
Tourism and Hospitality Management-Croatia
Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
1.90
自引率
23.10%
发文量
33
审稿时长
15 weeks
期刊介绍: Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.
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