ASSESSMENT OF SELF-SERVICE TECHNOLOGY IN FOOD INDUSTRY ON

CUSTOMERS IS THE MIDST OF PANDEMIC

Presented by:
Sarquilla, Aaron Jordan C.
Claro, John Vincent
Bagalawis, Luis Bagalawis
Kosca, Mark Loui
Cabalonga, Jerome
Lumapas, Adrian
 A Comparison of Self-Service Technologies (SSTs) in the U.S. Restaurant
Industry: An Evaluation of Consumer Perceived Value, Satisfaction, and
Behavioral Intentions
https://stars.library.ucf.edu/cgi/viewcontent.cgi?article=7596&context=etd
Author: Motaz Zaitouni - University of Central Florida
Customers are one of the important in a business, especially in the food industry. They
are important because they drive revenues and without them, businesses cannot continue
to exist that is why restaurant owners are trying to meet the satisfaction of customers.
Restaurant owners are installing self-service technology to increase customers’
satisfaction.

In spite of the continuous growth of SSTs in a restaurant, some studies examined the old
SST that have a limited function that does not meet the customer’s experience. This
means there are still limited studies that are some SSTs are allow customers to be
independent in a restaurant.

As a result, reviewing the restaurant industry's SST platforms will contribute to existing
knowledge. The findings of this study are likely to have practical consequences for
industry professionals by demonstrating what customers expect and demand when SSTs
are used. This will also help restaurant owners to determine if it is okay to invest in SSTs.

The purpose of the study is to know what influences customers to use Self-service
technology and their satisfaction with using the technology in a restaurant. The study
examines customers’ point of view of different types of self-service technology in a
restaurant and also focus on SSTs that are fully used by the restaurant's operators.

The research design used in the study was quantitative research by survey method
because it provides the ability to gather large amounts of sample units in a similar area.
To collect data, four types of scenarios were developed in questionnaire form using
Qualtrics an American experience management company that has pre-built survey
questions and can create a survey. It was distributed by Amazon Mechanical Turk.
The target respondents of the study are customers in a restaurant in the United States
who are 18 years old or older. The technique used in study was the purposive sampling
technique. This technique is preferred because it can reduce the number of participants
who are not meet the study’s criteria.

Customers in a restaurant who utilized SSTs such as kiosks, tabletop, mobile apps, or
restaurant websites for three months are the unit of study. The researchers used Stata
SE version 15 a software for statistics and data science. A descriptive analysis was
performed by respondents. Partial Least Square Structural Equation Modelling (PLS-
SEM) and Partial Least Square Multi Group Analysis (PLS-MGA) was used to assess
conceptual model.

The result indicates that Emotional values were shown to be the most influential SST
values in driving consumer satisfaction with the restaurant's SST experience and intent
to return, according to the research. In this study, customer satisfaction was positively
related to SST customization possibilities across all SSTs.