기술기반셀프서비스(TBSS)가 프랜차이즈 레스토랑 고객의 만족과 이용의도에 미치는 영향: 확장된 통합기술수용모델(UTAUT2)을 중심으로

The purpose of this study is to identify the structural relationship between TBSS value, satisfaction, and intention to use, based on the unified theory of acceptance and use of technology (UTAUT2) for customers using TBSS in franchise restaurants. The online survey was conducted on customers with experience using TBSS within three months of using franchise restaurants using the judgment sampling. A total of 374 questionnaires were used for the study. Among TBSS utilization values, performance expectancy, effort expectancy, and hedonic motivation show significantly positive (+) effects on satisfaction. The relationship between TBSS utilization value and satisfaction, effort expectancy, and facilitating conditions differed according to the level of ego-resilience. These findings have provided practical implications as references to the franchise restaurants trying to introduce TBSS in the future. Based on findings, the study also discussed its limitations and future research directions.