An Investigation of the Consumers’ Experience Satisfaction and Extension for Self-Service Technology of Hong Kong Fast-Food Restaurants during the COVID-19 Epidemic

This study of consumer experience satisfaction and experience extension for self-service technology of Hong Kong Fast-Food Restaurants discusses how self-service technology affects consumer experience in terms of perceived ease of use, perceived usefulness, service’s speed, and perceived enjoyment. Satisfaction, in addition, explores how perceived risk reduction mediates the relationship between experiential satisfaction and experiential extension. To this end, through a large-scale questionnaire survey, ordinary people over the age of 18 who have used self-service technology in Hong Kong fast food restaurants are used as research objects, and data are collected through qualitative and quantitative methods such as focus group discussions, interviews, and online questionnaires. The research, in a non-probability snowball manner, finally collected 315 data for descriptive analysis, factor analysis, and regression analysis. The results showed that perceived usefulness, ease of use, enjoyment, and service’s speed have positive effects on experience satisfaction with self-service technology. Perceived risk moderates the relationship between experience satisfaction and experience extension. Theoretically, the analysis results of this study support the previous research. On reviewing the previous research, there is little attention on self-service technology in Hong Kong. This research investigates Hong Kong fast food restaurants and what factors affect customer satisfaction. It provides useful theoretical support for future research and makes academic contributions. The conclusions and suggestions of this study will help technology providers to improve their technology, solve some of the problems of manpower shortage, and enhance the experience satisfaction of self-service technology in Hong Kong.