The Effect of Self‐Service Technology Quality on Novelty‐Seeking and Revisit Intention in Restaurant Settings

ABSTRACT This study explores how self‐service technologies (SSTs) quality in restaurants influences customers' novelty‐seeking behavior and their intention to revisit. Data were collected through surveys distributed via Amazon Mechanical Turk, comprising responses from 498 participants. Structural Equation Modeling (SEM) was used for data analysis to assess the relationships between perceived SST quality, novelty‐seeking, and revisit intentions. The study identifies significant positive effects of SST quality dimensions such as enjoyment, security, and assurance on novelty‐seeking. However, functionality, convenience, and customization were not significantly linked to novelty‐seeking. Furthermore, novelty‐seeking significantly impacted both affective and cognitive attitudes, which in turn influenced revisit intentions. Venturesomeness was examined as a moderating factor but only significantly moderated the relationship between cognitive attitudes and revisit intentions. Self‐service technology quality directly influences customer engagement and satisfaction, leading to increased revisit intentions through the mediating role of novelty‐seeking.