From Counters to Kiosks: The New Normal For Generation X In Quick Service Restaurants After Covid-19

The COVID-19 pandemic has accelerated the shift toward digital solutions in various sectors, including the Quick Service Restaurant (QSR) industry. This study investigates the evolving preferences of Generation X consumers in Malaysia regarding the use of self-service kiosks (SSKs) in QSRs during the COVID-19 endemic. Specifically, the research examines how factors such as menu visual appeal, menu informativeness, design aesthetics, and perceived control influence the decision-making processes of these consumers, leading them to prefer kiosk-based ordering over traditional counter services. Utilizing a quantitative research methodology, data were collected from 150 Generation X respondents who have interacted with SSKs at QSRs during the endemic period. The data analysis, conducted using the Statistical Package for the Social Sciences (SPSS) Version 22, reveals significant correlations between the independent variables and the increased adoption of SSKs. The findings highlight the pivotal role of SSKs in enhancing customer experience and operational efficiency, suggesting that these digital interfaces are becoming the new norm in QSR settings, particularly in the context of the ongoing health crisis. The study offers valuable insights for QSR operators aiming to enhance competitiveness and customer satisfaction in the post-pandemic era.