Effect of situational factors (control, convenience, time pressure, and order complexity) on customers’ self-service technology choices

ABSTRACT Despite the increase in the utilization of self-service technology (SST), which has become a significant trend in the service sectors, including food service, the factors affecting consumers’ acceptance of and resistance to SST must still be identified. Thus, this study investigated the reactions of SST users to situational factors, namely control, convenience, time pressure, and order complexity, when ordering, evaluating, and opting for or against the service. The results revealed that the four SST situational factors significantly affected the perceived benefits, while only three (control, convenience, and time pressure) affected the perceived costs. The perceived benefits and costs positively influenced the perceived efficiency, which significantly affected the users’ approach and avoidance behaviors afterward. This study contributes strategic managerial guidelines to service providers who aim to gain competitive advantages in the food service industry via SST.