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Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences

Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences This study aims to compare the performance of self-service kiosks in a quick-service setting with the performance of cashiers. In particular, this study explores both internal responses and external responses between the two ordering methods with the moderating role of crowdedness.Design/methodology/approachThis study develops a theoretical framework based on the stimulus-organism-response (S-O-R) model. A 2 × 2 field experiment was conducted in a real quick-service outlet to collect data.FindingsThe results reveal that customers reported a better experience when using self-service kiosks compared to placing orders with cashiers. However, cashiers generated more revenue for the quick-service outlet than kiosks. Significant interaction effects were found for external responses. Customers spent more time placing orders with cashiers than with kiosks in less crowded periods, while cashiers generated more sales than kiosks during busier periods.Originality/valueThis study enriches the hospitality and tourism literature by applying the S-O-R framework in an experimental design incorporating both internal and external responses. The findings on the interaction between ordering methods and crowdedness on external responses provide practical insights for quick-service restaurant operators to find a balance between technology and human services. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-03-2020-0065
Publisher site
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Abstract

This study aims to compare the performance of self-service kiosks in a quick-service setting with the performance of cashiers. In particular, this study explores both internal responses and external responses between the two ordering methods with the moderating role of crowdedness.Design/methodology/approachThis study develops a theoretical framework based on the stimulus-organism-response (S-O-R) model. A 2 × 2 field experiment was conducted in a real quick-service outlet to collect data.FindingsThe results reveal that customers reported a better experience when using self-service kiosks compared to placing orders with cashiers. However, cashiers generated more revenue for the quick-service outlet than kiosks. Significant interaction effects were found for external responses. Customers spent more time placing orders with cashiers than with kiosks in less crowded periods, while cashiers generated more sales than kiosks during busier periods.Originality/valueThis study enriches the hospitality and tourism literature by applying the S-O-R framework in an experimental design incorporating both internal and external responses. The findings on the interaction between ordering methods and crowdedness on external responses provide practical insights for quick-service restaurant operators to find a balance between technology and human services.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Aug 5, 2021

Keywords: S-O-R framework; Crowdedness; External response; Internal response; Quick-service restaurant; Self-service kiosk

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