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The Technology Acceptance and use of Tablet Menu among Young Adults: An Empirical Study Based on UTAUT 2 Model

International Journal of Hospitality and Tourism Systems

Volume 14 Issue 1

Published: 2021
Author(s) Name: Anshul Garg | Author(s) Affiliation: Senior Lecturer, Faculty of Social Sciences and Leisure Management, School of Hospitality, Malaysia
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Abstract

The hospitality industry has been facing the revolution of technology to sustain its service excellence for many years. In recent time, a number of restaurants have propelled mobile technology centred self-services by substituting their published menus with tablet-based menus. The present research implements extended UTAUT model to study customers’ acceptance of tablet-based menus. This new form of ordering system has raised a couple of questions particularly on customers’ technology acceptance and behaviour. The current study examines the antecedents that inspire the customer perception of the tablet-based food-ordering system amongst casual dining restaurants in Malaysia. Quantitative data were collected from 185 patrons who dined in the restaurants that use tablet-based ordering system. The Statistical Package for Social Science (SPSS) was used to evaluate the composed data. The findings maintained the thought that the use of technology does offer assistance to advance the service understanding, especially the ordering involvement for the customers. Besides, it was revealed that the info on the menu and the advanced technology in the restaurant have an encouraging influence on consumer gratification. Results recommended that a larger part of the respondents were assertive with modern technologies. Most of the respondents were furthermore delighted with all the things assessing their information gratification level on the tablet-based menu ordering system. This study contributes to the understanding of technology acceptance, particularly within the foodservice domain. This study additionally provides a few pieces of evidence on the success and the ability of the system, which may be valuable as a reference point for other foodservice operations with objectives of including technologies to their current facilities.

Keywords: Self-Service Technologies, Technology Acceptance, Behavioural Intention, Tablet Menus, Customer Satisfaction

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