Investigating the usage of self-service kiosk towards customer behavior at McDonalds
List of Authors
  • Mohd Sofi Ariffin , Siti Asma Yaacob , Wan Mahani Abdullah

Keyword
  • SOKs, SSTs, UTAUT, Consumer Acceptance

Abstract
  • Self-ordering kiosks (SOKs) is a self-service technology (SSTs) designed to improve service quality and customer experience, replacing the traditional interaction between service provider and customers. While industries assumed that SOKs benefit both customers and business operations, this form of technology is also linked to several weaknesses resulting in lower business processes efficiency as well as customer acceptance. Following the contradicting perspectives regarding SOKs implementation, this study aims to examine the factors influencing consumer acceptance towards self-ordering kiosks in McDonald’s Malaysia using Unified Theory of Acceptance and Use of Technology (UTAUT). Potential contributions following this study are highlighted.

Reference
  • 1. Abushanab, E., & Pearson, J. M. (2007). Internet banking in Jordan: The unified theory of acceptance and use of technology (UTAUT) perspective. Journal of Systems and Information Technology, 9(1), 78–97. https://doi.org/10.1108/13287260710817700

    2. Agapi, A. (2017). Customers ’ reactions to self-service technology failure : attributions of blame and coping strategies.

    3. Al-Qeisi, K. I. (2018). Analyzing the Use of UTAUT Model in Explaining an Online Behaviour: Internet Banking Adoption.

    4. Alhassany, H., & Faisal, F. (2018). Factors influencing the internet banking adoption decision in North Cyprus: an evidence from the partial least square approach of the structural equation modeling. Financial Innovation, 4(1). https://doi.org/10.1186/s40854-018-0111-3

    5. Anderson, J. E., Schwager, P. H., & Kerns, R. L. (2006). The Drivers for Acceptance of Tablet PCs by Faculty in a College of Business. Journal of Information Systems Education, 17(4), 429–440.

    6. Baba, N., Shahril, A. M., & Hanafiah, M. H. (2020). Self-ordering kiosk usage and post-purchase behaviour in quick service restaurant. Malaysia Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12(1), 360–376.

    7. Bakar, A. R. A. (2014). Determining the Self-Service Technology Adoption in Saudi Arabia: A Multi-Industry Approach. International Journal of Marketing Studies, 6(3). https://doi.org/10.5539/ijms.v6n3p111

    8. Barrett, Davidson, Prabhu, & Vargo. (2011). Service Innovation in the Digital Age. Mis Quarterly, March 2014, 1–2. https://doi.org/http://ftp.misq.org/archivist/vol/no34/issue1/SI_ServiceInnovation.pdf

    9. Bielen, F., & Demoulin, N. (2007). Waiting time influence on the satisfaction-loyalty relationship in services. Managing Service Quality, 17(2), 174–193. https://doi.org/10.1108/09604520710735182

    10. Black, D. E., Abahazi, M. A., Thunell, R. C., Kaplan, A., Tappa, E. J., & Peterson, L. C. (2007). An 8-century tropical Atlantic SST record from the Cariaco Basin: Baseline variability, twentieth-century warming, and Atlantic hurricane frequency. Paleoceanography, 22(4). https://doi.org/10.1029/2007PA001427

    11. Blut, M., Wang, C., & Schoefer, K. (2016). Factors Influencing the Acceptance of Self-Service Technologies: A Meta-Analysis. Journal of Service Research, 19(4), 396–416. https://doi.org/10.1177/1094670516662352

    12. Chao, C. (2019). Factors Determining the Behavioral Intention to Use Mobile Learning : An Application and Extension of the UTAUT Model. 10(July), 1–14. https://doi.org/10.3389/fpsyg.2019.01652

    13. Chen, Y., Yu, J., Yang, S., & Wei, J. (2018). Consumer’s intention to use self-service parcel delivery service in online retailing: An empirical study. Internet Research, 28(2), 500–519. https://doi.org/10.1108/IntR-11-2016-0334

    14. Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184–201. https://doi.org/10.1177/0092070302303001

    15. Dabholkar, P. A., Bobbitt, L. M., & Lee, E. J. (2003). Understanding consumer motivation and behavior related to self-scanning in retailing implications for strategy and research on technology-based self-service. International Journal of Service Industry Management, 14(1), 59–95. https://doi.org/10.1108/09564230310465994

    16. Gerbang Alaf Restaurants Sdn. Bhd. (2019). McDonald’s Malaysia Records Highest Sales Performance for 2018 in 36-Year History. McDonald’s Malaysia. https://www.mcdonalds.com.my/company/news/mcdonalds-malaysia-records-highest-sales-performance-for-2018-in-36-year-history

    17. Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers’ behavioral intentions in e-shopping. Journal of Services Marketing, 24(2), 142–156. https://doi.org/10.1108/08876041011031118

    18. Herndon, N. J. (2019). REVISITING FACILITATING CONDITIONS AND BEHAVIORAL INTENTION IN HIGHER EDUCATION STUDENTS ’ USE AND ADOPTION OF CANVAS Submitted in Partial Fulfillment of the Requirements for the Degree of.

    19. Kelly, P., Lawlor, J., & Mulvey, M. (2010). A Review of Key Factors Affecting the Adoption of Self-Service Technologies in Tourism . CONSUMER ’ S ADOPTION AND USAGE OF SELF-. THRIC Conference, 1–21. http://www.shannoncollege.com/wp-content/uploads/2009/12/THRIC-2010-Full-Paper.-P.-Kelly-et-al.pdf

    20. Kelly, P., Lawlor, J., & Mulvey, M. (2017). Customer Roles in Self-Service Technology Encounters in a Tourism Context. Journal of Travel and Tourism Marketing, 34(2), 222–238. https://doi.org/10.1080/10548408.2016.1156612

    21. Khayati, S., & Zouaoui, S. K. (2013). Perceived Usefulness and Use of Information Technology : the Moderating Influences of the Dependence of a Subcontractor towards His Contractor. Journal of Knowledge Management, Economics and Information Technology, III(6), 1–28.

    22. Kim, J. S., Christodoulidou, N., & Choo, Y. C. (2013). Factors influencing customer acceptance of kiosks at quick service restaurants. Journal of Hospitality and Tourism Technology, 4(1), 40–63. https://doi.org/10.1108/17579881311302347

    23. Kincaid, C. S., Kincaid, C., Baloglu, S., & Busser, J. (2010). What really brings them back ? The impact of tangible quality on affect and intention for casual dining restaurant patrons. March. https://doi.org/10.1108/09596111011018197

    24. Leong, C. (2019). ? McDonald’s kiosk ordering system — a UX case study. UX Collective. https://uxdesign.cc/mcdonalds-kiosk-ordering-system-ui-ux-case-study-fe7b3693f12c

    25. Lowe, B., Dwivedi, Y., & D’Alessandro, S. P. (2019). Consumers and Technology in a Changing World. European Journal of Marketing, 53(6), 1038–1050. https://doi.org/10.1108/EJM-06-2019-966

    26. Lu, D., Lai, I. K. W., & Liu, Y. (2019). The consumer acceptance of smart product-service systems in sharing economy: The effects of perceived interactivity and particularity. Sustainability (Switzerland), 11(3). https://doi.org/10.3390/su11030928

    27. Malati Siniah. (2011). Sakae Sushi places iPad to take orders | Marketing Interactive. http://www.marketing-interactive.com/sakae-sushi-places-ipad-to-take-orders/

    28. McDonald’s. (2018). McDonald’s. https://www.mcdonalds.com.my/company

    29. Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50–64. https://doi.org/10.1509/jmkg.64.3.50.18024

    30. Naiwumbwe, M. (2012). Perceived Ease Of Use, Perceived Usefullnes, Behavioural Intention To Use And Acceptance Of Mobile Money Transfer Services. Journal of Business & Management, 2(3), 54–67.

    31. Naranjo-Zolotov, M., Oliveira, T., & Casteleyn, S. (2019). Citizens’ intention to use and recommend e-participation: Drawing upon UTAUT and citizen empowerment. Information Technology and People, 32(2), 364–386. https://doi.org/10.1108/ITP-08-2017-0257

    32. Nazi Rastegar. (2018). Adoption of Self-service Kiosks in Quick-service Restaurants. In A Thesis presented to The University of Guelph In.

    33. Nejadrezaei, N., Allahyari, M. S., Sadeghzadeh, M., Michailidis, A., & El Bilali, H. (2018). Factors affecting adoption of pressurized irrigation technology among olive farmers in Northern Iran. Applied Water Science, 8(6), 1–9. https://doi.org/10.1007/s13201-018-0819-2

    34. Ottenbacher, M. C., & Harrington, R. J. (2009). The product innovation process of quick-service restaurant chains. International Journal of Contemporary Hospitality Management, 21(5), 523–541. https://doi.org/10.1108/09596110910967782

    35. Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User Acceptance of Mobile Apps for Restaurants: An Expanded and Extended UTAUT-2. Sustainability, 11(4), 1210. https://doi.org/10.3390/su11041210

    36. Razaka, M. Z. B. A., Iliasb, A. B., & Razakc, S. F. F. B. A. (2016). Customer Expectation To Service Quality : An Analysis To McDonald ’ s Fast Food Restaurant . International Symposium & Exhibition on Business and Accounting 2016, May, 978–983.

    37. Reis, J., Amorim, M., & Melão, N. (2019). Service failure and recovery in technology-based business networks. International Journal of Quality and Service Sciences, 11(1), 2–15. https://doi.org/10.1108/IJQSS-10-2017-0094

    38. Sair, S. A., & Danish, R. Q. (2018). Effect of performance expectancy and effort expectancy on the mobile commerce adoption intention through personal innovativeness among Pakistani consumers. Pakistan Journal of Commerce and Social Science, 12(2), 501–520.

    39. Samuel NiiBoi Attuquayefio, & Hillar Addo. (2014). Using the UTAUT model to analyze students ’ ICT adoption Samuel NiiBoi Attuquayefio Methodist University College , Ghana Hillar Addo University of Professional Studies , Ghana. 10(3), 75–86.

    40. Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018a). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1). https://doi.org/10.1080/23311975.2018.1423770

    41. Shahid Iqbal, M., Ul Hassan, M., & Habibah, U. (2018b). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business and Management, 5(1), 1–23. https://doi.org/10.1080/23311975.2018.1423770

    42. Sivathanu, B. (2019). Adoption of digital payment systems in the era of demonetization in India: An empirical study. Journal of Science and Technology Policy Management, 10(1), 143–171. https://doi.org/10.1108/JSTPM-07-2017-0033

    43. Strauss, M. (2015). McDonald’s rolls out upscale options. https://www.theglobeandmail.com/report-on-business/mcdonalds-rolls-out-table-service-customized-burgers-in-upscale-shift/article26601464/

    44. Tan, P. J. B. (2013). Applying the UTAUT to understand factors affecting the use of english e-learning websites in Taiwan. SAGE Open, 3(4). https://doi.org/10.1177/2158244013503837

    45. Tarhini, A., El-Masri, M., Ali, M., & Serrano, A. (2016). Extending the UTAUT model to understand the customers’ acceptance and use of internet banking in Lebanon. Information Technology & People, 29(4), 830–849. https://doi.org/10.1108/itp-02-2014-0034

    46. Torres-Moraga, E., Vásquez-Parraga, A. Z., & Zamora-González, J. (2008). Customer satisfaction and loyalty: Start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5), 302–313. https://doi.org/10.1108/07363760810890534

    47. Vakulenko, Y., Oghazi, P., & Hellström, D. (2019). Innovative framework for self-service kiosks: Integrating customer value knowledge. Journal of Innovation and Knowledge, 4(4), 262–268. https://doi.org/10.1016/j.jik.2019.06.001

    48. Venkatesh, V., Morris G., M., Davis G. B., &, & Davis, F. D. (2003). USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW. Physical Review B - Condensed Matter and Materials Physics, 27(22), R14040–R14043. https://doi.org/10.1103/PhysRevB.57.R14040

    49. Wang, C., Harris, J., & Patterson, P. G. (2012). Customer choice of self-service technology: The roles of situational influences and past experience. Journal of Service Management, 23(1), 54–78. https://doi.org/10.1108/09564231211208970

    50. Wang, M. C. H. (2012). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality, 22(2), 128–144. https://doi.org/10.1108/09604521211218945

    51. Wei, W., Torres, E. N., & Hua, N. (2017). The power of self-service technologies in creating transcendent service experiences: The paradox of extrinsic attributes. International Journal of Contemporary Hospitality Management, 29(6), 1599–1618. https://doi.org/10.1108/IJCHM-01-2016-0029

    52. Weijters, B., Rangarajan, D., Falk, T., & Schillewaert, N. (2007). Determinants and outcomes of customers’ use of self-service technology in a retail setting. In Journal of Service Research (Vol. 10, Issue 1). https://doi.org/10.1177/1094670507302990

    53. Wilson, T. D. (2000). Human information behavior. Informing Science, 3(2), 49–55. https://doi.org/10.28945/576

    54. Wu, C. G., & Wu, P. Y. (2019). Investigating user continuance intention toward library self-service technology: The case of self-issue and return systems in the public context. Library Hi Tech, 37(3), 401–417. https://doi.org/10.1108/LHT-02-2018-0025

    55. Yousafzai, S., Pallister, J., & Foxall, G. (2009). Multi-dimensional role of trust in Internet banking adoption. Service Industries Journal, 29(5), 591–605. https://doi.org/10.1080/02642060902719958

    56. Yu, C. S., & Tao, Y. H. (2009). Understanding business-level innovation technology adoption. Technovation, 29(2), 92–109. https://doi.org/10.1016/j.technovation.2008.07.007

    57. Yuen, Y. Y., Yeow, P. H. P., & Lim, N. (2015). Internet banking acceptance in the united states and Malaysia: A cross-cultural examination. Marketing Intelligence and Planning, 33(3), 292–308. https://doi.org/10.1108/MIP-08-2013-0126

    58. Zhu, Z. et al. (2013). Fix It or Leave It? Customer Recovery from Self-service Technology Failures. Journal of Retailing, 89(1), 15–29. https://doi.org/0022-4359

    59. Zhu, K., & Kraemer, K. L. (2005). Post-adoption variations in usage and value of e-business by organizations: Cross-country evidence from the retail industry. Information Systems Research, 16(1), 61–84. https://doi.org/10.1287/isre.1050.0045