Customers’ Satisfaction on Self-service Technology (SST) in a Full-Service Smart Restaurant: An Exploratory Study

Following the COVID-19 pandemic, numerous restaurants have increasingly integrated technology into their operations, especially in the front-of-the-house areas. They have significantly accelerated the adoption of self-service technology (SST) in Malaysia, and their use continues to expand. This includes self-service technology (SST) for placing orders and robots to deliver food and beverages. As a result, the traditional service model characterized by direct, face-to-face interactions with servers is undergoing a transformation. It highlights the shift in full-service restaurants towards integrating SST due to the pandemic which alters traditional service models for enhanced customer experience. The research explores how self-service technology (SST) usage in smart restaurants impacts customers’ satisfaction. A qualitative approach was used in this study to explore customers’ satisfaction with self-service technology in a full-service smart restaurant. Participants were chosen using purposive sampling to have experience using self-service technology. Initial screening involved asking participants about their previous SST usage to determine eligibility for an interview. A semi-structured interview questions were developed and six participants were selected to participate in this study. The findings raised concerns about technostress, particularly related to internet connectivity issues affecting the usability of self-service technology. The result revealed that internet connectivity issues, user proficiency, employee support, and system design are critical factors influencing the effectiveness and customer satisfaction with self-service technology in full-service restaurants. Addressing these concerns can improve customer experiences and satisfaction levels in full-service smart restaurant settings.