Effect Of Self Service Technology And Perceived Enjoyment On Interest In Using Self-Ordering Kiosk (Study Of Gen-Z McDonald's Customers In Medan City)

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Effect of Self-Service Technology and Perceived Enjoyment on Interest in Using Self-Ordering Kiosk: Studies on Gen-Z McDonald's customers in Medan City

Introduction

The rapid development of technology in the food and beverage sector has led to the emergence of innovative solutions, such as self-ordering kiosks. McDonald's, a well-known fast-food chain, has introduced this technology to speed up the ordering process and reduce direct contact with staff. This innovation is particularly relevant for Generation Z (Gen-Z), born between 1997 and 2012, who are digital natives and have mastered technology from an early age. To encourage the interest of Gen-Z customers to reuse self-ordering kiosks, another factor is needed, namely perceived enjoyment. This study aims to analyze the effect of self-service technology and perceived enjoyment on Gen-Z customer intentions to re-use Self-Ordering Kiosk at McDonald's Medan City.

Background

The COVID-19 pandemic has accelerated the adoption of technology in various sectors, including the food and beverage industry. Self-ordering kiosks have become a popular innovation, allowing customers to place orders quickly and efficiently. This technology is particularly appealing to Gen-Z customers, who value convenience, speed, and practicality. However, to encourage the repeated use of self-ordering kiosks, it is essential to consider the role of perceived enjoyment. When customers feel satisfied and happy when using the technology, they are more likely to repeat the experience.

Methodology

This study uses a quantitative approach, involving 100 Gen-Z customers as a sample. The sampling technique used is purposive random sampling, where data is collected through a questionnaire that uses a Likert scale. The questionnaire is distributed directly to the respondents, and data analysis is carried out using SPSS through several stages, such as testing reliability, validity, classical assumption testing, and hypothesis testing with multiple linear regression analysis.

Results

The results of this study show that both self-service technology and perceived enjoyment have a significant effect on Gen-Z customer intentions to re-use Self-Ordering Kiosk in McDonald's Medan City, with a contribution of 81.9%. This indicates that a pleasant experience when using independent service technology can increase customer desire to re-use the service.

Discussion

The existence of self-service technology at McDonald's is very relevant to the current trend of consumption behavior, especially among the younger generation. Gen-Z is more likely to choose an efficient and practical solution, where they can use technology to reduce queue time and increase comfort when transacting. Therefore, McDonald's needs to continue to innovate in the development and improvement of the Kiosk self-ordering system in order to meet the high expectations of customers.

On the other hand, perceived enjoyment is an important factor that should not be ignored. When customers feel satisfied and happy when using the technology, they are more likely to repeat the experience. This shows that marketing strategies involving entertainment and comfort elements can increase customer attractiveness and loyalty towards McDonald's. For example, adding gamification elements or other interesting features to Self-Ordering Kiosks can increase the level of involvement and customer satisfaction.

Conclusion

By understanding the influence between self-service technology and perceived environment, McDonald's can not only improve customer experience but can also adapt quickly to changes in the needs and expectations of consumers in this digital age. Improving the quality of services and consistent technology innovation will be the key to maintaining competitiveness in an increasingly competitive market.

Recommendations

In facing the digital era and changes in consumer behavior, it is essential for companies such as McDonald's to continue to invest in technology that supports better customer interactions. Thus, customers will feel more valued and happy, which in turn will increase their intention to return to visit.

Limitations

This study has several limitations, including the sample size and the use of a single case study. Future studies can expand on this research by using a larger sample size and multiple case studies.

Future Research Directions

Future research can explore the impact of self-service technology on customer behavior in different contexts, such as retail and hospitality. Additionally, researchers can investigate the role of perceived enjoyment in other industries and its impact on customer loyalty.

Useful Resources

  1. [Journal of Marketing Research] (https://www.jurnalpenitispenispenpekarutan.com)
  2. [Consumer Trend Report] (https://www.langorankonsumen.com)
  3. [Article About Self-Service Technology] (https://www.articlelfseggicetechnology.com)

References

  • [List of references cited in the study]

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Q&A: Effect of Self-Service Technology and Perceived Enjoyment on Interest in Using Self-Ordering Kiosk

Q: What is self-service technology, and how does it relate to self-ordering kiosks?

A: Self-service technology refers to the use of technology to enable customers to perform tasks independently, without the need for human assistance. Self-ordering kiosks are a type of self-service technology that allows customers to place orders and make payments using a touchscreen interface.

Q: Why is self-service technology important for businesses like McDonald's?

A: Self-service technology can help businesses like McDonald's to improve efficiency, reduce wait times, and increase customer satisfaction. By allowing customers to place orders and make payments independently, self-service technology can help to reduce the workload of staff and improve the overall customer experience.

Q: What is perceived enjoyment, and how does it relate to self-ordering kiosks?

A: Perceived enjoyment refers to the emotional experience that customers have when using a product or service. In the context of self-ordering kiosks, perceived enjoyment can refer to the pleasure or satisfaction that customers experience when using the kiosk to place an order or make a payment.

Q: How does perceived enjoyment impact customer behavior?

A: Perceived enjoyment can have a significant impact on customer behavior, as customers are more likely to repeat a behavior that they find enjoyable. In the context of self-ordering kiosks, perceived enjoyment can encourage customers to use the kiosk again in the future, leading to increased customer loyalty and retention.

Q: What are some ways that businesses can improve perceived enjoyment when using self-ordering kiosks?

A: There are several ways that businesses can improve perceived enjoyment when using self-ordering kiosks, including:

  • Adding gamification elements or other interactive features to the kiosk
  • Providing clear and concise instructions for using the kiosk
  • Offering rewards or incentives for using the kiosk
  • Ensuring that the kiosk is easy to use and navigate

Q: What are some potential challenges or limitations of using self-service technology?

A: Some potential challenges or limitations of using self-service technology include:

  • Technical issues or glitches with the kiosk
  • Difficulty in using the kiosk, particularly for older or less tech-savvy customers
  • Limited availability of self-service technology in certain locations or at certain times
  • Potential for customer frustration or dissatisfaction with the kiosk

Q: How can businesses overcome these challenges and limitations?

A: Businesses can overcome these challenges and limitations by:

  • Providing clear and concise instructions for using the kiosk
  • Offering technical support or assistance for customers who are having difficulty using the kiosk
  • Ensuring that the kiosk is regularly maintained and updated to prevent technical issues
  • Providing alternative options for customers who are unable or unwilling to use the kiosk

Q: What are some potential future developments or trends in self-service technology?

A: Some potential future developments or trends in self-service technology include:

  • The use of artificial intelligence or machine learning to improve the customer experience
  • The integration of self-service technology with other technologies, such as mobile payments or loyalty programs
  • The development of more advanced and interactive self-service kiosks
  • The use of self-service technology in new and innovative ways, such as in healthcare or education.

Q: How can businesses stay ahead of the curve and take advantage of these future developments?

A: Businesses can stay ahead of the curve and take advantage of these future developments by:

  • Staying up-to-date with the latest trends and technologies in self-service technology
  • Investing in research and development to stay ahead of the competition
  • Collaborating with other businesses or organizations to share knowledge and best practices
  • Being open to new and innovative ideas and approaches.