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.