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http://dx.doi.org/10.5762/KAIS.2020.21.6.187

A Study on the Relationships between the Service Convenience of Restaurant Kiosk and Customer Value, Trust, and Satisfaction  

Kim, Na-Hyung (Department of Hotel Foodservice Dining Cookery, Howon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.6, 2020 , pp. 187-195 More about this Journal
Abstract
This study examined the relationships between the service convenience of restaurant kiosks and customer value, satisfaction, and trust. To this end, analyses were conducted with adults aged at least 18 years throughout the country who reported that they had used restaurant kiosks at least once over the last year. Information on restaurant kiosks was provided to minimize the possibility of errors in the survey. According to the results, first, the decision-making convenience and the convenience of restaurant kiosks were shown to have significant effects on the customer value. On the other hand, the place convenience and transaction convenience had no significant effect on customer value. Second, customer value was shown to have significant effects on trust and satisfaction. Third, trust was shown to have significant effects on satisfaction. If a restaurant considers kiosks in terms of customer service convenience, not labor cost reduction, they will maintain long-term relationships and enhance their differentiation by increasing satisfaction and trust. This study aims to present differentiated marketing strategies and practical implications of restaurants that have introduced kiosks.
Keywords
Kiosk; Service Convenience; Customers Value; Trust; Satisfaction;
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