Fast-Food Restaurant Consumer Preferences in Using Self-Service Kiosks: An Empirical Assessment of the 4As Marketing Mix

• Published in: Journal of Culinary Science and Technology
• Main Author: Arsat A.; Hanafiah M.H.; Che Shalifullizam N.I.F.
• Format: Note
• Language: English
• Published: Taylor and Francis Ltd. 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85159277025&doi=10.1080%2f15428052.2023.2203091&partnerID=40&md5=2c686f22179bc2abe31b5a1bf72f130e

This research note investigates the 4As marketing mix attributes (affordability, accessibility, awareness and acceptability) influence on fast-food restaurant consumer preferences in using the self-service kiosk. Self-administered questionnaires were distributed among fast-food restaurants that offer self-service kiosk facilities. The Partial-least Square-Structural Equation Modelling (PLS-SEM) was used to test the study hypotheses. This study confirms that all the fast-food self-service kiosk constructs (acceptability, accessibility, affordability and awareness) positively and significantly influence customer preferences in patronizing fast-food restaurants. The results indicates that the acceptability, accessibility, affordability, and awareness constructs can explain 56.5% of customer preference variance. This study provides theoretical and practical implications, limitations, and directions for future research within the fast-food restaurant realm. © 2023 Taylor & Francis.