Adoption of Self-Service Kiosk Technology in Quick Service Restaurants: An Application of the Unified Theory of Acceptance and Use of Technology (UTAUT)
Keywords:
Self-service kiosk technology, Customer usage, Unified Theory of Acceptance and Use of Technology (UTAUT), Technology acceptance, Food Service Industry.
Abstract
The study aims to examine factors influencing customers' adoption of self-service kiosk technology, focusing on performance expectancy, effort expectancy, social influence, and facilitating conditions in quick service restaurants. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research employed a quantitative approach, utilizing a self-administered questionnaire for data collection. This cross-sectional study gathered data from 149 respondents. Findings indicate that performance expectancy and facilitating conditions significantly influence customer adoption, whereas effort expectancy and social influence do not. These results have valuable implications for fast food restaurants, particularly those integrating technology into their service models, especially in Kuantan, Pahang.
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References
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Brugarolas, M., Martínez, L., Rabadán, A., & Cañete, R. B. (2020). Innovation Strategies of the Spanish Agri-Food Sector in Response to the Black Swan COVID-19 Pandemic. Foods, 9(12), 1821. https://doi.org/10.3390/foods9121821
Chan, C., & Petrikat, D. (2022). Self-Service Technology: Benefits and Challenges. Journal of Computer Science and Technology Studies, 4(2), 118–127. https://doi.org/10.32996/jcsts.2022.4.2.14
El?Said, O. A., & Tall, T. A. (2019). Studying the factors influencing customers’ intention to use self-service kiosks in fast food restaurants. In Springer eBooks (pp. 206–217). https://doi.org/10.1007/978-3-030-36737-4_17
Furtado, N. G., Furtado, J. V., Filho, L. C. V., & Da Silva, R. C. (2020). The influence of technology payment adoption in satisfaction: a study with restaurant consumers. International Journal of Business Excellence, 21(2), 209. https://doi.org/10.1504/ijbex.2020.107580
Galdolage, S. (2020). Customer choice of Self-Service Kiosks in service transactions. South Asian Journal of Marketing, 1(2), 98–137. http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1711
Jeon, H. G., Sung, H., & Kim, H. J. (2020). Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Service Business, 14(4), 533–551. https://doi.org/10.1007/s11628-020-00425-6
Kamaghe, J. S., Luhanga, E. T., & Kisangiri, M. (2020). The challenges of adopting M-Learning assistive Technologies for visually impaired learners in higher learning institution in Tanzania. International Journal of Emerging Technologies in Learning (iJET), 15(01), 140. https://doi.org/10.3991/ijet.v15i01.11453
Ketimin, S., Rashid, N., & Shami, S. (2021). An Insight of Customer’s Behavior Intention to Use Self-Service Kiosk in Melaka Fast Food Restaurant. https://jtmt.utem.edu.my/jtmt/article/view/6020
Leung, X. Y., Torres, B. J. V., & Fan, A. (2021). Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences. Journal of Hospitality and Tourism Technology, 12(3), 580–592. https://doi.org/10.1108/jhtt-03-2020-0065
Mawardi, M. K., Iqbal, M., Astuti, E. S., Alfisyahr, R., & Mappatompo, A. (2024). Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2318806
Mendocilla, M., Matamoros, P. M., & Matute, J. (2021). QUICKSERV: a service quality assessment tool for the quick-service restaurant industry. British Food Journal, 123(13), 241–259. https://doi.org/10.1108/bfj-12-2020-1108
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. I. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899–906. https://doi.org/10.1016/s0148-2963(01)00276-4
Na, T.-K., Lee, S.-H., & Yang, J.-Y. (2021). Moderating Effect of Gender on the Relationship between Technology Readiness Index and Consumers’ Continuous Use Intention of Self-Service Restaurant Kiosks. Information, 12(7), 280. https://doi.org/10.3390/info12070280
Naeem, M. (2020). Developing the antecedents of social influence for Internet banking adoption through social networking platforms: evidence from conventional and Islamic banks. Asia Pacific Journal of Marketing and Logistics, 33(1), 185–204. https://doi.org/10.1108/apjml-07-2019-0467
Park, S., Lehto, X., & Lehto, M. (2021). Self-service technology kiosk design for restaurants: An QFD application. International Journal of Hospitality Management, 92, 102757. https://doi.org/10.1016/j.ijhm.2020.102757
Rashid, N. A., Arzaman, A. F. M., Razali, M. A., Jospat, A., Aziz, N. a. A., & Damaianti, I. (2024). Customer intention towards self-service checkout at Watson. Multidisciplinary Science Journal, 6(7), 2024129. https://doi.org/10.31893/multiscience.2024129
Rashid, N., Ketimin, S., & Shami, S. (2021). View of an insight of customer’s behavior intention to use Self-Service kiosk in Melaka fast food Restaurant. https://jtmt.utem.edu.my/jtmt/article/view/6020/4003
Rumangkit, S., Surjandy, N., & Billman, A. (2023). The Effect of Performance Expectancy, Facilitating Condition, Effort Expectancy, and Perceived Easy to Use on Intention to using Media Support Learning Based On Unified Theory of Acceptance and Use of Technology (UTAUT). E3S Web of Conferences, 426, 02004. https://doi.org/10.1051/e3sconf/202342602004
Seo, K. (2020). A study on the application of kiosk service as the workplace Flexibility: The Determinants of expanded technology adoption and trust of quick service restaurant customers. Sustainability, 12(21), 8790. https://doi.org/10.3390/su12218790
Singh, N., Sinha, N., & Liébana?Cabanillas, F. (2020). Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence. International Journal of Information Management, 50, 191–205. https://doi.org/10.1016/j.ijinfomgt.2019.05.022
Šoštar, M., & Ristanovi?, V. (2023). Assessment of influencing factors on consumer behavior using the AHP model. Sustainability, 15(13), 10341. https://doi.org/10.3390/su151310341
Taiwo, A. A., & Downe, A. G. (2013). The theory of user acceptance and use of technology (UTAUT): A meta-analytic review of empirical findings. ResearchGate. https://www.researchgate.net/publication/279653519_The_theory_of_user_acceptance_and_use_of_technology_UTAUT_A_meta-analytic_review_of_empirical_findings
Talukder, M. B., Kumar, S., Sood, K., & Grima, S. (2023). Information technology, food service quality and restaurant revisit intention. International Journal of Sustainable Development and Planning, 18(1), 295–303. https://doi.org/10.18280/ijsdp.180131
Twum, K. K., Ofori, D., Keney, G., & Korang-Yeboah, B. (2021). Using the UTAUT, personal innovativeness and perceived financial cost to examine student’s intention to use E-learning. Journal of Science and Technology Policy Management, 13(3), 713–737. https://doi.org/10.1108/jstpm-12-2020-0168
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
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and use of Information technology: Extending the unified theory of acceptance and use of technology. Management Information Systems Quarterly, 36(1), 157. https://doi.org/10.2307/41410412
Wu, R., Liu, M. Z., & Kardes, F. R. (2020). Aging and the preference for the human touch. Journal of Services Marketing, 35(1), 29–40. https://doi.org/10.1108/jsm-09-2019-0366
Yaacob, S. N., Aziz, A. A., Bakhtiar, M. F. S., Othman, Z., & Ahmad, N. H. (2021). A Concept of Consumer Acceptance on the usage of Self-Ordering Kiosks at McDonald’s. International Journal of Academic Research in Business & Social Sciences, 11(13). https://doi.org/10.6007/ijarbss/v11-i13/8498
Yang, A. S. (2009). Exploring adoption difficulties in mobile banking services. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De L’Administration, 26(2), 136–149. https://doi.org/10.1002/cjas.102
Yoon, C. (2023). Technology adoption and jobs: The effects of self-service kiosks in restaurants on labor outcomes. Technology in Society, 74, 102336. https://doi.org/10.1016/j.techsoc.2023.102336
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.
Brugarolas, M., Martínez, L., Rabadán, A., & Cañete, R. B. (2020). Innovation Strategies of the Spanish Agri-Food Sector in Response to the Black Swan COVID-19 Pandemic. Foods, 9(12), 1821. https://doi.org/10.3390/foods9121821
Chan, C., & Petrikat, D. (2022). Self-Service Technology: Benefits and Challenges. Journal of Computer Science and Technology Studies, 4(2), 118–127. https://doi.org/10.32996/jcsts.2022.4.2.14
El?Said, O. A., & Tall, T. A. (2019). Studying the factors influencing customers’ intention to use self-service kiosks in fast food restaurants. In Springer eBooks (pp. 206–217). https://doi.org/10.1007/978-3-030-36737-4_17
Furtado, N. G., Furtado, J. V., Filho, L. C. V., & Da Silva, R. C. (2020). The influence of technology payment adoption in satisfaction: a study with restaurant consumers. International Journal of Business Excellence, 21(2), 209. https://doi.org/10.1504/ijbex.2020.107580
Galdolage, S. (2020). Customer choice of Self-Service Kiosks in service transactions. South Asian Journal of Marketing, 1(2), 98–137. http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1711
Jeon, H. G., Sung, H., & Kim, H. J. (2020). Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Service Business, 14(4), 533–551. https://doi.org/10.1007/s11628-020-00425-6
Kamaghe, J. S., Luhanga, E. T., & Kisangiri, M. (2020). The challenges of adopting M-Learning assistive Technologies for visually impaired learners in higher learning institution in Tanzania. International Journal of Emerging Technologies in Learning (iJET), 15(01), 140. https://doi.org/10.3991/ijet.v15i01.11453
Ketimin, S., Rashid, N., & Shami, S. (2021). An Insight of Customer’s Behavior Intention to Use Self-Service Kiosk in Melaka Fast Food Restaurant. https://jtmt.utem.edu.my/jtmt/article/view/6020
Leung, X. Y., Torres, B. J. V., & Fan, A. (2021). Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences. Journal of Hospitality and Tourism Technology, 12(3), 580–592. https://doi.org/10.1108/jhtt-03-2020-0065
Mawardi, M. K., Iqbal, M., Astuti, E. S., Alfisyahr, R., & Mappatompo, A. (2024). Determinants of green trust on repurchase intentions: a survey of Quick Service Restaurants in Indonesia. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2318806
Mendocilla, M., Matamoros, P. M., & Matute, J. (2021). QUICKSERV: a service quality assessment tool for the quick-service restaurant industry. British Food Journal, 123(13), 241–259. https://doi.org/10.1108/bfj-12-2020-1108
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. I. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899–906. https://doi.org/10.1016/s0148-2963(01)00276-4
Na, T.-K., Lee, S.-H., & Yang, J.-Y. (2021). Moderating Effect of Gender on the Relationship between Technology Readiness Index and Consumers’ Continuous Use Intention of Self-Service Restaurant Kiosks. Information, 12(7), 280. https://doi.org/10.3390/info12070280
Naeem, M. (2020). Developing the antecedents of social influence for Internet banking adoption through social networking platforms: evidence from conventional and Islamic banks. Asia Pacific Journal of Marketing and Logistics, 33(1), 185–204. https://doi.org/10.1108/apjml-07-2019-0467
Park, S., Lehto, X., & Lehto, M. (2021). Self-service technology kiosk design for restaurants: An QFD application. International Journal of Hospitality Management, 92, 102757. https://doi.org/10.1016/j.ijhm.2020.102757
Rashid, N. A., Arzaman, A. F. M., Razali, M. A., Jospat, A., Aziz, N. a. A., & Damaianti, I. (2024). Customer intention towards self-service checkout at Watson. Multidisciplinary Science Journal, 6(7), 2024129. https://doi.org/10.31893/multiscience.2024129
Rashid, N., Ketimin, S., & Shami, S. (2021). View of an insight of customer’s behavior intention to use Self-Service kiosk in Melaka fast food Restaurant. https://jtmt.utem.edu.my/jtmt/article/view/6020/4003
Rumangkit, S., Surjandy, N., & Billman, A. (2023). The Effect of Performance Expectancy, Facilitating Condition, Effort Expectancy, and Perceived Easy to Use on Intention to using Media Support Learning Based On Unified Theory of Acceptance and Use of Technology (UTAUT). E3S Web of Conferences, 426, 02004. https://doi.org/10.1051/e3sconf/202342602004
Seo, K. (2020). A study on the application of kiosk service as the workplace Flexibility: The Determinants of expanded technology adoption and trust of quick service restaurant customers. Sustainability, 12(21), 8790. https://doi.org/10.3390/su12218790
Singh, N., Sinha, N., & Liébana?Cabanillas, F. (2020). Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence. International Journal of Information Management, 50, 191–205. https://doi.org/10.1016/j.ijinfomgt.2019.05.022
Šoštar, M., & Ristanovi?, V. (2023). Assessment of influencing factors on consumer behavior using the AHP model. Sustainability, 15(13), 10341. https://doi.org/10.3390/su151310341
Taiwo, A. A., & Downe, A. G. (2013). The theory of user acceptance and use of technology (UTAUT): A meta-analytic review of empirical findings. ResearchGate. https://www.researchgate.net/publication/279653519_The_theory_of_user_acceptance_and_use_of_technology_UTAUT_A_meta-analytic_review_of_empirical_findings
Talukder, M. B., Kumar, S., Sood, K., & Grima, S. (2023). Information technology, food service quality and restaurant revisit intention. International Journal of Sustainable Development and Planning, 18(1), 295–303. https://doi.org/10.18280/ijsdp.180131
Twum, K. K., Ofori, D., Keney, G., & Korang-Yeboah, B. (2021). Using the UTAUT, personal innovativeness and perceived financial cost to examine student’s intention to use E-learning. Journal of Science and Technology Policy Management, 13(3), 713–737. https://doi.org/10.1108/jstpm-12-2020-0168
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
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer Acceptance and use of Information technology: Extending the unified theory of acceptance and use of technology. Management Information Systems Quarterly, 36(1), 157. https://doi.org/10.2307/41410412
Wu, R., Liu, M. Z., & Kardes, F. R. (2020). Aging and the preference for the human touch. Journal of Services Marketing, 35(1), 29–40. https://doi.org/10.1108/jsm-09-2019-0366
Yaacob, S. N., Aziz, A. A., Bakhtiar, M. F. S., Othman, Z., & Ahmad, N. H. (2021). A Concept of Consumer Acceptance on the usage of Self-Ordering Kiosks at McDonald’s. International Journal of Academic Research in Business & Social Sciences, 11(13). https://doi.org/10.6007/ijarbss/v11-i13/8498
Yang, A. S. (2009). Exploring adoption difficulties in mobile banking services. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De L’Administration, 26(2), 136–149. https://doi.org/10.1002/cjas.102
Yoon, C. (2023). Technology adoption and jobs: The effects of self-service kiosks in restaurants on labor outcomes. Technology in Society, 74, 102336. https://doi.org/10.1016/j.techsoc.2023.102336
Published
2025-10-14
How to Cite
Binti Johari, N. A. B., & Jipiu, L. B. (2025). Adoption of Self-Service Kiosk Technology in Quick Service Restaurants: An Application of the Unified Theory of Acceptance and Use of Technology (UTAUT). Information Management and Business Review, 17(3(I)S), 246-253. https://doi.org/10.22610/imbr.v17i3(I)S.4501
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Copyright (c) 2025 Nur Alya Batrisyia Binti Johari, Lovelyna Benedict Jipiu
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