A Study on the Consumers’ Satisfaction Extension for Self-service Technology and the Role of Demographic Characteristics in Hong Kong Fast-food Restaurants During the COVID-19 Epidemic



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Submitted Jul 19, 2023
Published Nov 6, 2023
10.24018/ejbmr.2023.8.6.2113

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This study explores the effects of perceived ease of use, perceived usefulness, service speed, and perceived enjoyment on experience satisfaction and experience extension when Hong Kong fast-food restaurant consumers use self-service technology and the impact of different consumer characteristics on the degree of different experience satisfaction. Using a mixed research method, combining qualitative and quantitative methods, using focus groups and literature discussions as the collection of qualitative data, using interview questionnaires and large-scale questionnaires as the collection of quantitative data. Moreover, recovering effective data by snowballing is one of the non-probability methods. There are 315 questionnaires in total. Using the SPSS system to analyze the collected data, the results show that all factors are essential, and the relationship between each group of variables is positively correlated. Age, gender, and education level of consumer characteristics all have significant differences in experience satisfaction, while income and marital status have no significant differences in experience satisfaction. It is recommended that policymakers, technology providers, and industry work together to improve existing technologies and allow seniors to have a more inclusive experience, reduce the gap in experience satisfaction among consumers with different educational levels, and increase the satisfaction of the self-service experience of consumers with lower education levels.

Keywords: Fast-food industry perceived ease of use perceived usefulness self-service technology snowballing sampling speed of service

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