From Human Service to Digital Ordering Exploring How Self-Service Technologies Affect Customer Experience Among Older Restaurant Customers

Abstract

With the rising popularity of self-service technologies (SSTs) such as self-ordering kiosks, mobile ordering apps, and digital payment systems, restaurant service is moving away from people and toward technology. While these technologies are beneficial, providing efficiency, convenience, and shorter wait times, they have been little explored in their effect on the older consumer. This research examines how replacing human service with digital ordering affects the total restaurant experience of older customers. A qualitative research approach was adopted involving semi structured interviews with ten restaurant customers aged 50+ in Gothenburg, Sweden who had previous experience of self-service technologies in fast food and casual dining establishments. The accumulated data were analyzed using thematic analysis method to reveal patterns of perception about digital ordering systems and their impact on dining experiences. Findings revealed that older customers evaluated the technology both functionally and emotionally. Although participants acknowledged benefits, including speed, convenience, and more control over their order, many experienced confusion, tech anxiety, fear of making mistakes, and difficulty with digital interfaces. The lack of human interaction resulted in feelings of losing personal attention, emotional reassurance, and hospitality all deemed essential to the dining out experience. However, the study also found that while not uniformly positive, customer attitudes were not solely negative. Acceptance hinged on usability, previous experience, and presence of support, with most preferring a hybrid service system offering the best of both worlds. This study contributes to the customer experience and technology adoption literature by showing how older customers evaluate digital service encounters functionally as well as emotionally and relationally. Our results indicate that restaurants need to adopt an inclusive service design which balances technological advancement with human intervention in order to improve satisfaction and accessibility for older consumers