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An exploratory study of how technology enhances customer satisfaction within the quick service industry

Edwards, Jimmy (2015) An exploratory study of how technology enhances customer satisfaction within the quick service industry. Masters thesis, Dublin, National College of Ireland.

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As Self-Service Technology (SST) is embraced by more and more consumers the selling process has inevitably evolved. From ordering their favorite meal on the SST in quick service restaurants to the purchase of airline tickets online, customers are becoming much more adept at customising and personalising their consumer and purchasing experiences. It is estimated that utilisation of smart, connected products will have far reaching benefits for companies who deliver them and for the broader economy as businesses and customers gain advantage from enhanced productivity (Porter and Heppelmann, 2014). Companies within the Service Sector can utilise SST in order to build up customer relationships and generate higher profits (Fleming and Artis, 2010). While much research has been published about the estimated value delivered to firms from the introduction of new technologies the researcher will seek to demonstrate the ‘value perceptions’ customers attribute to the introduction of technology within a fast food environment.

During the research the author carried out a comprehensive review of previous literature relating to the adoption of technology. Resultantly the research found that the following elements are important when undertaking an evaluation of this type: Rogers’ (1983) Diffusion of Innovation Theory (DIT) outlined relative advantage, compatibility, complexity, trialability and observability as factors influencing an individual’s propensity to adopt new innovations. In contrast to DIT, Davis (2003) posits that the probability of an individual adopting new technology can be enhanced when the following two factors are realised: the perceived ease of use (PEOU) and perceived usefulness (PU) to the individual. Additionally, previous research conducted by Kim et al. (2012) involving ‘customer readiness’ shall be tested to validate the connection between customer adoption of technology and customer satisfaction.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Business Administration
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 12 Oct 2015 09:55
Last Modified: 12 Oct 2015 09:56

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