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The Structural Relationship among Restaurant’s Self-service Usability, Customer Satisfaction, e-Wom, and Brand Commitment: Moderating role of Self-service Type

Jiwon Park 1 Lee, Hyung-ryong 1

1세종대학교

Excellent Accredited

ABSTRACT

The trend of contact-free consumption is expected to continue into the future along with the COVID-19 pandemic, especially in the food service industry. This paper aims to find the structural relationship among restaurant self-service usability, customer satisfaction, e-Wom, and brand commitment. The samples mainly targeted consumers who have experienced kiosk and mobile food ordering apps within the latest month in Korea. Hypotheses were tested through Confirmatory factor analysis, Structural equation modeling, and Multi-group analysis to investigate the effect of self-service usability, its contribution to customer satisfaction and e-Wom. The results are summarized as follows: The four factors of self-service usability (ease of use, accessibility, learnability, and scalability) had a significantly positive effect on customer satisfaction. However, only two factors (accessibility and scalability) had a significantly positive effect on e-Wom. Additional findings from this study demonstrate the role of moderating variables. The result implies that not only kiosk user’s satisfaction, but also mobile app user’s e-Wom is practically important and it has to be preceded by in order to expect customer’s brand commitment. Overall, results of this study suggest that different marketing strategies will be needed for customers’ self-service adoption and successful experience with usability. This study draws scholarly interest by providing useful information about which of self-service usability’s factor should be preceded by strengthening high levels of customer satisfaction and e-Wom. Based on the analysis results, this study proposes practical implications on how to carry the customer’s brand commitment out effectively by using self-service, and suggests operational decision making tips for considering self-service marketing strategies especially in food service industry.

Citation status

* References for papers published after 2022 are currently being built.