Customer Acceptance of Self-Service Technology at Fast Service Restaurants in Tshwane

Abstract

Objective: Technological advances have prompted many businesses to introduce self-service technology (SST) to improve customer waiting times and reduce operational costs. This study aims to determine the factors linked to the acceptance of self-service technology by customers at fast-service restaurants. Research Design & Methods: This research uses a quantitative method by surveying 172 customers who had visited self-service restaurants within the preceding six months. The Unified Theory of acceptance and use of technology (UTAUT) was used to determine the factors linked to the acceptance of self-service technology at quick-service restaurants. The Statistical Package for Social Sciences was used for analysis. Findings: It was found that age and gender moderate the relationship between the construct: performance expectancy ratio and SST usage intention, effort expectancy and SST usage intention, social influence and usage intention and lastly, age moderates the relationship between facilitating conditions and SST usage behaviour. Contribution & Value Added: The design of future self-service technology at restaurants should be constructed in a manner that would appeal to customers of all ages and gender. An education drive should be prioritised to educate customers about the benefits of self-service while ensuring that they also understand that technology does not reduce employment but may be used to create employment in other forms. Future studies should also investigate whether technology education might have a moderating effect on technology.