Research is needed that examines the effects of kiosk technology on restaurant operational performance measures, such as total sales. The study employs a 2X2 between-subjects field experimental design to empirically test the hypothesized relationships proposed in the research model. The data collection site was Burger King located in the student union of a large Tier 1 research university in southwest USA. The independent variables included ordering method (kiosk vs. cashier) and operational volume (peak vs. off-peak). The dependent variables were cognitive and affective attitudes, behavioral intention, satisfaction, sales per person, and order time. Consumers at Burger King were approached before they started ordering their meal to ask for voluntary participation. If they agreed to participate, they were randomly assigned into two test groups. Participants in one test group used kiosk technology to order their meals, while those in the other test groups spoke with a cashier to order their meals. The same number of participants were recruited from peak and non-peak volumes. The seconds used to order was observed and recorded after consumer engagement with the ordering method. After participants ordered, they completed a paper survey that measured their behaviors while ordering with each method and asked participants to indicate total purchase amount. Results of 192 surveys indicated to different extents that consumer behaviors were more positive with kiosk technology. Affective attitude results, however, were insignificant. On average, kiosk technology was found to be a faster method of ordering in quick-service restaurants, but it yielded less sales than when the consumer ordered from a cashier.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1505242 |
| Date | 05 1900 |
| Creators | Torres, Bryan C. |
| Contributors | Leung, Xi, Wen, Han, Forney, Judith |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vi, 54 pages, Text |
| Rights | Public, Torres, Bryan C., Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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