The purpose of this study was to analyze the relationship between technology-based self-service (TBSS) attributes on consumer attitude, customer satisfaction, and recommendation intention. For this purpose, the concept of each variable was identified and defined, and the relationship between these variables was examined through literature studies, and the influence relationship was verified through empirical analysis.
For empirical analysis, 350 participants were surveyed and 320 participants were collected from July 1, 2019 to August 30, 2019. In total, 300 questionnaires were used for empirical analysis.
For the data analysis of the survey, SPSS 21.0 statistical program was used, frequency analysis was conducted to investigate general characteristics of the response sample, and exploratory factor analysis and reliability analysis were performed on the measured variables.
In addition, correlation analysis was performed to find relationships between variables prior to hypothesis testing, and simple, multiple regression analysis was performed for hypothesis testing.
The summary of the research is as follows.
First, convenience, amusement, ease, and reliability of the technology-based self-service attributes have been found to have a significant effect on consumer attitudes. As a result, the pleasure and convenience that consumers can use and make decisions on themselves can affect consumer attitudes.
Second, convenience, amusement, ease, and reliability of the technology-based self-service attributes have been found to have a significant effect on customer satisfaction. In other words, the technology-based self-service provides the correct service, and the simple and convenient part affects the customer satisfaction.
Third, convenience, playability, and ease of use of technology-based self-service attributes have a significant effect on recommendation intention. This is considered to be the same reason that influenced the consumer attitude and customer satisfaction.
Reliability did not have a significant effect on customer satisfaction.
Fourth, in the relationship between consumer attitude and customer satisfaction, consumer attitude had a significant effect on customer satisfaction.
Fifth, in the relationship between consumer attitude and recommendation intention, consumer attitude has a significant effect on recommendation intention.
Sixth, in the relationship between customer satisfaction and recommendation intention, customer satisfaction had a significant effect on recommendation intention.
In this study, only reliability among technology-based self-service attributes did not affect recommendation intention. Therefore, restaurants and restaurants do not need to be hesitant to introduce technology-based self-services, and they should devise options or marketing plans to provide services to consumers.