Enhancing User Experience through Technology Acceptance and Service Efficiency: A Service Design Perspective in O2O F&B Retail

Online to Offline applications (O2O) have transformed a service style to a new level, since consumers increasingly rely on digital technology to access daily food and beverage products and services based on their needs and preferences. Prior to their arrival, the customer browses the menu, place the order and finish the payment and afterwards the product will be collected at the store. The application required to provide details menu information, options and preference as well as payment details. To use of O2O applications requires customers to have sufficient digital literacy to navigate the application, place orders, and complete upfront payments. Meanwhile, outlet staff must be able to accurately interpret and process each order specification to ensure service accuracy. Therefore, this study is examining the relationship between O2O application usage, service efficiency, and customer experience in F&B retail businesses. This research uses a quantitative research method, with a survey approach with 150 eligible respondents and analyzed thru SEM PLS. This result emphasizes the importance of user experience and service design into interaction in O2O application usage experience, where customers prioritize applications that are intuitive, convenient, and aligned with their needs. Therefore, the effectiveness of O2O applications is influenced not only by operational efficiency but also by how well the technology supports user-friendly and meaningful user experiences.