Self-Service Technologies (SST) in the U.S. Restaurant industry: An evaluation of consumer perceived value, satisfaction, and continuance intentions

Innovation in restaurant and hospitality technology has proliferated recently . Restaurants have been utilizing different self-service technologies (SST) to expand their business and enhance customer satisfaction . This paper examines the SST values that influence restaurant customers' satisfaction and their decision to continue using SST. More specifically, this study utilized the Theory of Consumption Values (TCV) to examine consumers' perception of the SST values across different types of restaurant SST (kiosk, tabletop, restaurant mobile app, and web-based SST). An online self-administered survey was distributed to 650 restaurant customers who previously used one of four SST. PLS-SEM and PLS-MGA were utilized to evaluate the conceptual model. The results revealed that emotional values were the most significant SST values influencing customer satisfaction with the restaurant SST experience and continuance intention. Additionally, SST customization features were positively related to customer satisfaction across all the SST included in this study. Functional values impact customer satisfaction with SST, particularly in QSR operations.