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Customer Behavioural Intention Towards Technology Innovation in Fast Casual Restaurant

Author

Listed:
  • Thao Hai Huynh

    (FPT University)

  • Thuong Minh Tran Nguyen

    (FPT University)

Abstract

The purpose of this research is to provide a comprehensive understanding of customer behavioural intention to use restaurant technology innovations. Research design and methodologies include a mixed method using document analysis and online survey with Vietnamese restaurant customers. The study found that customer behavioural intention to use restaurant technology innovations was determined by the customer perceptions, customer beliefs, and customer attitudes towards using such new technologies. Fast casual restaurant customers showed their strong agreement on tablet-based technology and payment-related application, followed by online reservation and self-service kiosks, and less interested in robotics. Three managerial implications for fast casual restaurant operators were proposed in this study to enhance customer experience and improve restaurant performance, such as targeting the millennials generation, implementing tablet-based technology, and launching mobile-based technology. Future researchers are encouraged to broaden the categories of restaurant technology innovations, conduct supplementary research on restaurateurs’ perspectives, expanding the influential factors of TAM, and consider various geographic regions as well as different segments of restaurant industry.

Suggested Citation

  • Thao Hai Huynh & Thuong Minh Tran Nguyen, 2025. "Customer Behavioural Intention Towards Technology Innovation in Fast Casual Restaurant," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_8
    DOI: 10.1007/978-3-031-77363-1_8
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