Determinants of Customers' Perceived Operational Efficiency in Self-Ordering Restaurant Technology

This study examines the factors influencing perceived operational efficiency in the use of self-ordering technology. Perceived usefulness, perceived ease of use, and perceived speed will be analyzed to see if they affect user perceived operational efficiency. Design/methodology/approach: The sample consists of 182 self-order technology users. Partial Least Square Structural Equation Modeling (PLS-SEM) was utilized to test the hypotheses of this study. Findings: This study found that perceived ease of use and perceived speed positively and significantly affect perceived operational efficiency. Perceived speed had the largest impact on perceived operational efficiency. Additionally, perceived usefulness was not found to significantly impact perceived operational efficiency. Research limitations/implications: There are several limitations to this study. First, the sample was geographically limited. Future research should attempt to expand the demographics of the participants. Practical implications: This study suggests that usability of the system and speed of performance are important factors when it comes to increasing operational efficiency. Companies should take this into account when designing self-order systems. Originality/value: This study adds to the current research on self-order systems by showing what factors affect consumers perceived operational efficiency.