Self-Service Technology in Casual Dining Restaurants

Abstract

This study extends existing research within the area of SST by examining which factors affect consumers’ attitudes toward and satisfaction with SST in casual dining restaurants. Results are based on a survey with 169 respondents and interviews with one marketing communicator. Usability, pleasure, lack of personal service, technology readiness, support, and ease of use explained 65.2% of attitude toward SST. However, for satisfaction only four factors were significant: lack of personal service, usability, ease of use and pleasure, explaining 61.6% of satisfaction. The paper also provides useful information to managers in charge of the decision to design and implement SST.