The COVID-19 pandemic has significantly transformed consumer behaviours, especially in the quick-service restaurant (QSR) industry. With heightened concerns about hygiene and safety, the adoption of self-service technologies (SSTs) has accelerated. This study explores the factors influencing customers' intentions to use SSTs in QSRs in a post-pandemic environment, highlighting the importance of understanding these dynamics to enhance customer experience, operational efficiency, and overall restaurant performance. A quantitative research approach was employed to gather data from a sample of QSR customers. Surveys were distributed, collecting responses that measure various factors such as perceived ease of use, perceived usefulness, perceived risk, and customer satisfaction. The Technology Acceptance Model (TAM) served as the theoretical framework for this study, providing a basis for analyzing the collected data. Statistical analysis, including regression models, was utilized to determine the relationships and impact of these factors on customers' intention to use SSTs. The findings indicate a strong positive correlation between perceived ease of use and perceived usefulness of SSTs with the intention to use them. Additionally, the study reveals that perceived risk significantly moderates the relationship between perceived usefulness and the intention to use SSTs. Customers who perceive high usefulness in SSTs but also high risk are less likely to use these technologies. Moreover, customer satisfaction plays a crucial role, with satisfied customers showing a higher propensity to adopt SSTs. The study suggests several areas for future research, including a deeper investigation into the long-term effects of SST adoption on customer loyalty and business profitability. Further research could also explore demographic differences in SST adoption, such as variations in behavior across different age groups or cultural backgrounds. Additionally, examining the impact of technological advancements and continuous innovation in SSTs on customer acceptance could provide valuable insights for the industry.
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(Mohamed et al., 2024)
Mohamed, N. H., Sam, M. F. M., Alias, S. N. A., Taib, M. S. M., Khairudin, F. Z., & Mohamed, N. H. (2024). The Future of Fast Food: Examining the Intention the Use of Self-Service Technology at Quick Service Restaurants in the Post-Pandemic Era. International Journal of Academic Research in Business and Social Sciences, 14(8), 3030–3038.
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