Fast-Food Restaurant Consumer Preferences in Using Self-Service Kiosks: An Empirical Assessment of the 4As Marketing Mix

Abstract

This research note investigates the 4As marketing mix attributes (affordability, accessibility, awareness and acceptability) influence on fast-food restaurant consumer preferences in using the self-service kiosk. Self-administered questionnaires were distributed among fast-food restaurants that offer self-service kiosk facilities. The Partial-least Square-Structural Equation Modelling (PLS-SEM) was used to test the study hypotheses. This study confirms that all the fast-food self-service kiosk constructs (acceptability, accessibility, affordability and awareness) positively and significantly influence customer preferences in patronizing fast-food restaurants. The results indicates that the acceptability, accessibility, affordability, and awareness constructs can explain 56.5% of customer preference variance. This study provides theoretical and practical implications, limitations, and directions for future research within the fast-food restaurant realm.