Smart Retailing Technology in FnB industry : Understanding the impact on Customer Attitude and Loyalty

The rapid adoption of Smart Retailing Technology (SRT) has significantly transformed the FnB industry, with innovations like Self Service Kiosks  (SSK) and Bring Your Own Device (BYOD) enhancing customer experience and operational efficiency. Previous studies on SRT’s impact on customer attitudes and loyalty have explored different factors. Some focused on perceived value, enjoyment, and novelty, while others examined perceived ease of use, risk, and usefulness without linking them to loyalty. To address this gap. This study combines insight from two key journals–one highlighting value, enjoyment, and novelty and another on ease of use. Perceived ease of use was added, as prior research confirmed its significant influence on attitude, while usefulness and rise were deemed insignificant or rejected This research used a quantitative method through questionnaires, collecting data from 297 respondents across Java and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The finding suggest that enjoyable experiences and technological innovations play a crucial role in shaping customer attitudes, which ultimately drive loyalty. As a result, the FnB industry should focus on developing an interactive and engaging system to enhance customer satisfaction and foster long-term engagement,