Malaysia’s employment dominates the food and beverage industry. There is almost 62% labour force working in this sector. When we talk about new technology in this industry, many will be impacted economically and socially, especially regarding the self-service kiosk, which simultaneously offers speed and efficiency. These benefits translate to higher revenue for every who implement the technology. The implementation process also seems to be integrated smoothly, as most customers nowadays are technology-oriented.
Recent research has been published in the International Journal of Academic Research in Business and Social Science. The title is Customer Satisfaction Towards Self-Service Kiosks for Quick Service Restaurants (QSRs) in Klang Valley, suitable for discussing this topic.
In the research, four critical factors from self-service kiosks impact customer satisfaction. They are namely ordering speed, convenience, menu design and order accuracy.
Those four key factors help self-service kiosks to stay ahead of their competitors. Ordering speed is capable of reducing waiting lines and the speed of transactions. It also provides convenience through less communication and ease of payment. At the same time, menu design can be enhanced by a multitude of usage of colour and various layouts of menus that have never been applied before. More minor errors can also be found, thus increasing order accuracy while using a self-service kiosk.
After gathering the data, we can see that most respondents agree that a self-service kiosk handles customers promptly, is easy to use, organized, and accurate on the first experience using them.
When the four variables are directly compared with customer satisfaction, it is shown that ordering speed has a positive relationship with customer satisfaction in Quick Service Restaurant in Klang Valley. The findings indicate customers want the payment process and serving time to be fast. Another research shows that the customers do not like to wait long to receive the service.
The same thing also happens for convenience, menu design and order accuracy variables.
The following research states that most Klang Valley residents are satisfied with the self-service kiosk. The benefits they can gain are increasing ordering speed, developing convenience while ordering a dish, attractive menu design, and enhancing order accuracy.
The deficiency of this research is that the respondent’s demography is not balanced. Most of the respondents are female and young. 94% of them are Malay, while 4% and 2% are Indian and Chinese. Younger respondents are more familiar and easier to adapt to changes, especially technology, while the older generation is unlikely.
However, generally speaking, this research can help us understand how it can help customers in the ordering process while preventing the spreading of COVID-19. It is stated in the research that government should encourage the public to use self-service kiosks, where it can minimize interaction between staff and customers and reduce COVID-19 spreading more in the future.
More restaurants should implement the usage of the self-service kiosk. It is proven to increase the satisfaction level of customers in a restaurant. WhiteBean is a Malaysian-based company that offers self-service kiosks that can integrate successfully into your restaurant. Contact our WhiteBean experts and start improving customer satisfaction today.
Image Credits: Patrick Tomasso