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

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