Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly

It is a common practice among restaurateurs to provide menu cards as a medium of communication to speak about their menu items. Many limitations have been identified from the use of this method of menu ordering such as customer indecision and other forms of service failures. Tablet-based menu orderi...

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Main Author:	Izzat Zulkifly, Muhammad
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Consumer satisfaction
Online Access:	https://ir.uitm.edu.my/id/eprint/18885/1/TP_MUHAMMAD%20IZZAT%20ZULKIFLY%20HM%2017_5.pdf
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id	my-uitm-ir.18885
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spelling	my-uitm-ir.188852022-04-13T03:06:09Z Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly 2017 Izzat Zulkifly, Muhammad Consumer satisfaction It is a common practice among restaurateurs to provide menu cards as a medium of communication to speak about their menu items. Many limitations have been identified from the use of this method of menu ordering such as customer indecision and other forms of service failures. Tablet-based menu ordering system which is 'selfservice' in nature is gaining popularity among restaurants due to its capacity to handle descriptive menu, other information and illustration as well as other interactive options and many other benefits. The success of this system depends on how restaurants balance the use of technology and human touch. Too much dependency on technology would take away the human-touch value which is important in a foodservice operation. Not much is known about Malaysian customers' technology readiness and how they perceived the value offered by this system, thus it is difficult to figure out the effectiveness of the system based on their information satisfaction on the menu ordering experiences which will then influence customers' behavioural intention. This study empirically investigates the causal relationship between technology readiness, customer perceived value, customer information satisfaction and behavioural intention towards the tablet-based menu ordering system. A quantitative investigation through survey questionnaire among customers who already had the experience was conducted. Data from a total of 421 respondents were analyzed through the process of multivariate analysis using Structural Equation Modelling (SEM) via Analysis of Moment Structures (AMOS). The exploratory factor analysis (EFA) and later the confirmatory factor analysis (CFA) validated the scales used in the study. The results suggest that all constructs; technology readiness, customer perceived value, customer information satisfaction and behavioural intention were significantly related. The strength between technology readiness and customer information satisfaction would change with the presence of customer perceived value. Similarly, the relationship strength between customer perceived value and behavioural intention was altered when customer information satisfaction was included. These concluded that customer perceived value mediate the first relationship while customer information satisfaction mediates the latter. Malaysian customer can accept this kind of ordering experience and other restaurants should see this as an opportunity to invest on the system. Finally, the implications of the findings are discussed, and future research directions are recommended. 2017 Thesis https://ir.uitm.edu.my/id/eprint/18885/ https://ir.uitm.edu.my/id/eprint/18885/1/TP_MUHAMMAD%20IZZAT%20ZULKIFLY%20HM%2017_5.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Consumer satisfaction
spellingShingle	Consumer satisfaction Izzat Zulkifly, Muhammad Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
description	It is a common practice among restaurateurs to provide menu cards as a medium of communication to speak about their menu items. Many limitations have been identified from the use of this method of menu ordering such as customer indecision and other forms of service failures. Tablet-based menu ordering system which is 'selfservice' in nature is gaining popularity among restaurants due to its capacity to handle descriptive menu, other information and illustration as well as other interactive options and many other benefits. The success of this system depends on how restaurants balance the use of technology and human touch. Too much dependency on technology would take away the human-touch value which is important in a foodservice operation. Not much is known about Malaysian customers' technology readiness and how they perceived the value offered by this system, thus it is difficult to figure out the effectiveness of the system based on their information satisfaction on the menu ordering experiences which will then influence customers' behavioural intention. This study empirically investigates the causal relationship between technology readiness, customer perceived value, customer information satisfaction and behavioural intention towards the tablet-based menu ordering system. A quantitative investigation through survey questionnaire among customers who already had the experience was conducted. Data from a total of 421 respondents were analyzed through the process of multivariate analysis using Structural Equation Modelling (SEM) via Analysis of Moment Structures (AMOS). The exploratory factor analysis (EFA) and later the confirmatory factor analysis (CFA) validated the scales used in the study. The results suggest that all constructs; technology readiness, customer perceived value, customer information satisfaction and behavioural intention were significantly related. The strength between technology readiness and customer information satisfaction would change with the presence of customer perceived value. Similarly, the relationship strength between customer perceived value and behavioural intention was altered when customer information satisfaction was included. These concluded that customer perceived value mediate the first relationship while customer information satisfaction mediates the latter. Malaysian customer can accept this kind of ordering experience and other restaurants should see this as an opportunity to invest on the system. Finally, the implications of the findings are discussed, and future research directions are recommended.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Izzat Zulkifly, Muhammad
author_facet	Izzat Zulkifly, Muhammad
author_sort	Izzat Zulkifly, Muhammad
title	Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
title_short	Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
title_full	Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
title_fullStr	Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
title_full_unstemmed	Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly
title_sort	technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / muhammad izzat zulkifly
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2017
url	https://ir.uitm.edu.my/id/eprint/18885/1/TP_MUHAMMAD%20IZZAT%20ZULKIFLY%20HM%2017_5.pdf
_version_	1783733714679758848

Technology readiness, customer perceived value, customer information satisfaction and behavioral intention on tablet-based menu ordering experience / Muhammad Izzat Zulkifly

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