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

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 intention to reuse the SOKs in the fast-food context. Methodology/Design/Approach – This empirical study is based on quantitative research; an online survey using a self-administered questionnaire was designed to measure customer satisfaction and intention to reuse SOKs among adult Thai consumers of McDonald’s in Bangkok. Findings – The results indicate that service quality dimensions, perceived value, and customer experience influenced customer satisfaction, which in turn influenced reuse intentions. The findings suggest that the fast-food self-service ordering system is a unique service environment that needs its own focus in academic study and management. Practical implications - The managerial implications suggest that service standards for self-service kiosks must be consistent with customers’ expectations during the customer-machine service encounter. Originality of the research - The study proposes that research needs to be responsive to the swift and ongoing changes in the technological environment, as these changes could affect the customer experience; we also propose that more empirical research should be conducted in the Western context to explore differences in customer experience.