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Young People’s Perspectives on Self-service Technology and Hospitality: A McDonald’s Case Study

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Dissertation(1.52 MB)

Date

2018

Authors

Supervisor

Goodsir, Warren
Poulston, Jill

Item type

Dissertation

Degree name

Master of International Hospitality Management

Journal Title

Journal ISSN

Volume Title

Publisher

Auckland University of Technology

Abstract

Self-service technology (SST) is a new service delivery method widely used in different fields, including the hospitality industry. The kiosk is one of the most popular self-service technologies in the hospitality industry. The motivations for organisations to implement SST include reduced labour costs, and increased efficiency, productivity and corporate performance (Kuo, Huang, Tseng, & Boger, 2016); however, the motivations, reactions and attitudes of customers towards SST differ widely. Although the relationship between technology and customer satisfaction has attracted increased attention in recent years, no studies have provided a deep insight into young customers’ SST-using experiences and how they view SST in a hospitality context. This study therefore uses a qualitative methodology to explore young people’s SST-using experiences and their perspectives of hospitality in relation to SSTs. In particular, this research explores why young people choose SST as a service method in fast food restaurants (McDonald’s) and how they experience hospitality while using SST in a restaurant. Semi-structured interviews were used to collect data from young people (18 to 24 years old). Not all the interviewees felt that SST provided hospitable moments; in fact, it was contested. However, the findings suggest that young people prefer SST as it provides them with a level of empowerment when they purchase their fast food. Moreover, some young people in this study felt that they could experience hospitable moments while using a kiosk. Findings are discussed in terms of their contribution to theory and practice.

Description

Keywords

Self-service technology, Hospitality, Hospitality moment, Young people, McDonald, Kiosk, Empowerment

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Permanent link

https://hdl.handle.net/10292/11993

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Masters Dissertations