Enhancing fast-food experiences: customer roles in using self-service technology
Self-service technologies (SST) have transformed the fast-food industry by enhancing operational efficiency and customer experiences. However, the varying degrees of customer readiness and ability to engage with SST pose challenges, leading to potential frustration and impact on overall satisfaction...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/121160/ http://psasir.upm.edu.my/id/eprint/121160/1/121160.pdf |
| _version_ | 1848868309228847104 |
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| author | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid |
| author_facet | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid |
| author_sort | Samengon, Harnidah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Self-service technologies (SST) have transformed the fast-food industry by enhancing operational efficiency and customer experiences. However, the varying degrees of customer readiness and ability to engage with SST pose challenges, leading to potential frustration and impact on overall satisfaction. This study, guided by Service-Dominant (SD) Logic, explores customers' diverse roles when using SST in fast-food restaurants. Using a qualitative methodology, including semi-structured interviews and observations in Klang Valley fast-food restaurants, this research identified four primary customer roles: motivated co-creator of value, technological sweeper, responsible judge for value co-creation, and enforced worker. These roles highlight varying degrees of customer engagement and proficiency with SST. The findings emphasize the importance of recognizing these roles to optimize SST design and support systems, enhancing customer satisfaction and engagement. The study contributes to the SD Logic framework by illustrating the active role of customers in value co-creation, underscoring the need for adaptive and responsive service systems. These insights provide valuable guidance for fast-food restaurants aiming to improve SST experiences and service quality. |
| first_indexed | 2025-11-15T14:50:20Z |
| format | Article |
| id | upm-121160 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:50:20Z |
| publishDate | 2024 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1211602025-10-28T06:57:05Z http://psasir.upm.edu.my/id/eprint/121160/ Enhancing fast-food experiences: customer roles in using self-service technology Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid Self-service technologies (SST) have transformed the fast-food industry by enhancing operational efficiency and customer experiences. However, the varying degrees of customer readiness and ability to engage with SST pose challenges, leading to potential frustration and impact on overall satisfaction. This study, guided by Service-Dominant (SD) Logic, explores customers' diverse roles when using SST in fast-food restaurants. Using a qualitative methodology, including semi-structured interviews and observations in Klang Valley fast-food restaurants, this research identified four primary customer roles: motivated co-creator of value, technological sweeper, responsible judge for value co-creation, and enforced worker. These roles highlight varying degrees of customer engagement and proficiency with SST. The findings emphasize the importance of recognizing these roles to optimize SST design and support systems, enhancing customer satisfaction and engagement. The study contributes to the SD Logic framework by illustrating the active role of customers in value co-creation, underscoring the need for adaptive and responsive service systems. These insights provide valuable guidance for fast-food restaurants aiming to improve SST experiences and service quality. Human Resource Management Academic Research Society 2024-08-11 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/121160/1/121160.pdf Samengon, Harnidah and Che Ishak, Farah Adibah and Ab Karim, Muhammad Shahrim and Ghazali, Hazrina and Arshad, Mohd Mursyid (2024) Enhancing fast-food experiences: customer roles in using self-service technology. International Journal of Academic Research in Business and Social Sciences, 14 (8). pp. 1198-1208. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/22120/Enhancing-Fast-Food-Experiences-Customers-Roles-in-Using-Self-Service-Technology 10.6007/IJARBSS/v14-i8/22120 |
| spellingShingle | Samengon, Harnidah Che Ishak, Farah Adibah Ab Karim, Muhammad Shahrim Ghazali, Hazrina Arshad, Mohd Mursyid Enhancing fast-food experiences: customer roles in using self-service technology |
| title | Enhancing fast-food experiences: customer roles in using self-service technology |
| title_full | Enhancing fast-food experiences: customer roles in using self-service technology |
| title_fullStr | Enhancing fast-food experiences: customer roles in using self-service technology |
| title_full_unstemmed | Enhancing fast-food experiences: customer roles in using self-service technology |
| title_short | Enhancing fast-food experiences: customer roles in using self-service technology |
| title_sort | enhancing fast-food experiences: customer roles in using self-service technology |
| url | http://psasir.upm.edu.my/id/eprint/121160/ http://psasir.upm.edu.my/id/eprint/121160/ http://psasir.upm.edu.my/id/eprint/121160/ http://psasir.upm.edu.my/id/eprint/121160/1/121160.pdf |