Examining Customer Attitudes Towards Self-Service Technology in Fast-Food Restaurants

This study investigates the factors shaping customer attitudes toward self-service technology (SST) in fast-food restaurants, effectively filling a gap in existing research on customer perceptions in this industry. It focuses on critical factors such as perceived ease of use, perceived usefulness, perceived risk, and demographic influences that drive the adoption of SST. Data was collected through online surveys from a stratified random sample of fast-food customers across Indonesia, selected to ensure diversity in age, gender, occupation, and frequency of fast-food visits. The findings reveal generally positive attitudes toward SST, with strong preferences for user-friendly interfaces, faster transaction speeds, and customization options. The study identifies areas for improvement, particularly in enhancing accessibility for all customer groups. Practical recommendations are provided for managers and policymakers to optimize SST integration, improve overall customer satisfaction, and effectively meet the evolving needs of consumers in the fast-food sector.