Exploring the social impact of self-service technology on restaurant customers

Abstract

This study aims to explore the impact of self-service technology (SST) and Bring Your Own Device (BYOD) on the customer social encounter within a restaurant dining experience. Its context is situated within the Australian hospitality industry. Whilst technological efficiency and production are an accepted practice within industry operations, its impact on the social dining experience has not been thoroughly explored. The Actor Network Theory (ANT) offers a unique conceptual framework through which meaning can be observed and considered using the human participant (the customer) and the technology (SST) as equal influencers. The research will include fieldwork and data gathering via the method of ethnography. This method will allow for observations of customers interacting with technology to be made within a real time environment. This type of research is currently not found in the literature and findings may help shape future restaurant self-service technology and customer dining experiences.