Adoption of Self-Service Kiosk Technology in Quick Service Restaurants: An Application of the Unified Theory of Acceptance and Use of Technology (UTAUT)

The study aims to examine factors influencing customers' adoption of self-service kiosk technology, focusing on performance expectancy, effort expectancy, social influence, and facilitating conditions in quick service restaurants. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the research employed a quantitative approach, utilizing a self-administered questionnaire for data collection. This cross-sectional study gathered data from 149 respondents. Findings indicate that performance expectancy and facilitating conditions significantly influence customer adoption, whereas effort expectancy and social influence do not. These results have valuable implications for fast food restaurants, particularly those integrating technology into their service models, especially in Kuantan, Pahang.