Exploring determinants of self-service technology success in German food retail : a retail technology manufacturer case
Abstract
This study explores strategic success determinants of self-service technologies (SSTs)
in the German retail food industry of quick- and self-service restaurants from the
perspective of a retail technology manufacturer. The current state of the academic
literature primarily focuses on explaining influencing factors on the customer adoption
rate of SSTs by consulting information systems success models and related technology
acceptance theories. The underlying theoretical frameworks are based on DeLone and
McLean’s updated Information Systems Success Model and on the third version of the
Technology Acceptance Model. Variables related to customer experience and
satisfaction are predominantly put into the focus of research projects available. Little
attention though is being paid to non-customer-oriented success dimensions covering
information quality or system quality of the SSTs under observation. Moreover,
businesses developing and providing SSTs to retailers seem to be disregarded in the
existing literature as well.
As a single-case study design, this research programme seeks out to explore strategic
SST success determinants via insights gathered from a major retail technology
manufacturer delivering SST solutions to food retailers in Germany. Based on the data
collected in semi-structured interviews conducted with industry experts from senior and
top management functions in the company, strategic SST success factors are identified
and aggregated into an overarching model of SST success for the retail food industry of
quick- and self-service restaurants in Germany. The core focus thereby is on selfordering kiosks and self-checkout solutions as the most commonly used types of SSTs
in this market. A pilot study was executed prior to the main study and demonstrated the
methodology and research strategy to be appropriate for the research project, which
bases its conceptual framework on the updated DeLone and McLean’s IS Success
Model and concepts found in the third version of the Technology Acceptance Model.
This research project contributes to the academic literature by providing a detailed
collection of SST success determinants and dimensions relevant in the German retail
food industry of quick- and self-service restaurants, which are arranged in a newly
developed SST Success Model for this concrete use case in German food retail. The
results of this study are of value for retail practitioners adopting self-service strategies
and implementing SST solutions in store environments of quick- and self-service
restaurants.