The Effects of Self-Service Technology (SSTQUAL) Attributes of Foodservice Firms on Satisfaction and Behavioral Intention: Focusing on Moderation Effect of Perceived Risk

This study emphasizes the need for empirical analysis of the relationships among self-service technology (SST) quality factors, satisfaction, behavioral intention, and perceived risk. By doing so, it aims to maximize the advantages of self-service technology (SST) and identify which factors lead consumers to perceive risk, thereby proposing differentiated marketing strategies and providing practical implications for technology design and marketing strategies centered on customer experience. Data were collected through convenience sampling from consumers who have used tablet ordering systems at foodservice firms located in the Seoul and Gyeonggi regions. A total of 292 valid responses were used for analysis. Using SPSS 25.0, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression, multiple regression, and Process Macro were conducted. The results are as follows: First, to verify the effects of tablet order SSTQUAL factors on satisfaction, multiple regression analysis showed that the SSTQUAL factors—customization, convenience, design, enjoyment, assurance, and security—had positive effects on satisfaction. Second, satisfaction positively influenced behavioral intention. Third, perceived risk had a moderating effect on the relationship between tablet order SSTQUAL factors and satisfaction, specifically for enjoyment and design, indicating that customer satisfaction varies depending on the level of perceived risk. This suggests that consumers’ attitudes toward technology adoption can differ depending on the degree of uncertainty they feel when using the system.