Understanding the role of integrated channel service attributes in restaurant customer empowerment

Abstract

PurposeMany organizations are using self-service technology (SST) to improve customer experience and company performance. This study aims to examine how SST affects customer empowerment in the hospitality industry because the feelings of autonomy that customers derive from SST experiences could affect behavioral intentions.Design/methodology/approachBased on the stimulus-organism-response framework, the authors consider the effects of integrated service-related attributes (stimulus) on customers' patronization intentions (response) via empowerment (organism). Partial least squared structural equation modeling is used to analyze responses from 441 restaurant customers.FindingsIntegrated customer service and integrated information service both increase customer satisfaction and trust by increasing customers' feelings of control. Customer satisfaction and trust influence patronage intentions.Originality/valueHospitality companies can attract customers by adding user benefits that integrate customer and information services to their SST.