EXAMINATION OF SELF-SERVICE-TECHNOLOGY’S INTEGRATION IN CASUAL DINING RESTAURANTS

The dissertation explores the infusion of Self-Service-Technology (SST) into the casual dining restaurant experience. Casual, sit-in dining restaurants deliver hospitality or service through human servers, however, the introduction of Self-Service-Technology has shifted the norm and expectations of the dining experience. The purpose of these studies is to examine the effect implementation of SST has on the dynamic between restaurant consumers and hospitality employees. Three distinct studies were conducted to examine consumer adoption of, and resistance to, SST, as well as an assessment of different service delivery scenarios involving SST, and employees’ and consumers’ perspectives of SST and hospitality values. In Study 1, many restaurant consumers expressed that relative advantage and compatibility drive their adoption of SST. However, for some, functional and psychological barriers inhibit adoption. Despite customers’ enthusiasm to adopt SST, study 2 shows that they still significantly favor traditional, human service. In study 3, SST represents a paradox for both consumers and employees. Consumers state that hospitality traditions and value matter, yet their behaviors regarding SST run counter to traditional hospitality philosophy. For employees, SST represents a conflict between feeling insecure about their current role and adapting to a new role involving SST in the service delivery experience.