TEMPLE UNIVERSITY STUDY GIVES INSIGHT INTO NEGATIVE EFFECTS OF SELF SERVICE KIOSKS

The rise of self-service kiosks in retail and fast-casual dining has undoubtedly revolutionized the way we interact with businesses. However, as a recent study by Temple University researchers Lu Lu and Wangoo Lee reveals, these technological innovations come with unintended consequences, particularly when it comes to consumer stress and decision-making. Their research highlights a crucial aspect of kiosk usage: the increased pressure customers feel when ordering from a kiosk, especially as a line forms behind them.

THE DOWNSIDES OF SELF SERVICE KIOSKS

The study titled “Lined Up? Examining a ‘Waiting Line’ Effect in Technology-Enabled Restaurant Menu Ordering” underscores the psychological impact of self-service kiosks in busy environments. Unlike traditional human-assisted ordering, where delays can be attributed to the employee, kiosk users bear the responsibility for the speed and accuracy of their transactions. This shift in responsibility leads to heightened stress, causing customers to rush their decisions, order less, and stick to familiar menu items rather than exploring new options.

These findings are particularly concerning for fast-casual restaurants that rely on new product offerings to engage customers. If consumers default to familiar choices due to the pressure of ordering quickly, restaurants miss out on opportunities to showcase new items and differentiate their brand. The study suggests that while kiosks can increase revenue in the absence of a line, the presence of a queue can lead to reduced spending and lower customer satisfaction.

MITIGATION STRATEGIES FOR RETAILERS AND KIOSK MANUFACTURERS

To address these challenges, retailers and kiosk manufacturers must consider several strategies to alleviate customer pressure and enhance the kiosk experience:

1. Optimizing Line Design:

One effective solution proposed by the study is to redesign how lines are managed at self-service kiosks. Rather than having individual lines for each kiosk, which increases the perceived responsibility of the customer using the machine, a single line that feeds multiple kiosks can distribute this responsibility among all customers waiting. This approach reduces the pressure on any one individual and can lead to a more relaxed ordering experience.

2. Implementing Virtual Queues:

Another innovative idea is to replace physical lines with virtual queues. Using mobile technology, customers can "wait in line" via their smartphones, freeing them from the stress of a visible queue behind them. This also allows customers to browse the menu at their own pace, potentially leading to more thoughtful and varied orders.

3. Enhancing the Pre-Order Experience:

Restaurants can also improve the experience by displaying the menu in an engaging and accessible manner while customers wait. For example, digital displays or interactive apps can allow customers to explore new items and customize their orders before reaching the kiosk. This not only reduces pressure but can also encourage customers to try new offerings.

4. Educational Campaigns and Customer Support:

Educating customers about how to use kiosks effectively can also alleviate some of the anxiety associated with self-service technology. Clear instructions, tutorials, and readily available customer support can help users feel more confident and less rushed when placing their orders.

5. Continuous Feedback and Improvement:

Finally, retailers and manufacturers should prioritize gathering feedback from customers to continuously refine the kiosk experience. Understanding common pain points and addressing them through design improvements can help mitigate the negative effects highlighted in the Temple University study.

LEARNING FROM THE TEMPLE UNIVERSITY STUDY

The Temple University study provides valuable insights into the challenges posed by self-service kiosks, particularly in high-pressure environments like busy restaurants. While the adoption of this technology offers significant benefits in terms of efficiency and cost reduction, it’s essential to recognize and address the stress it can place on consumers. By implementing thoughtful design changes and supporting customers throughout the ordering process, retailers and kiosk manufacturers can enhance the user experience, ensuring that self-service kiosks remain a convenient and positive tool for all customers.

As we continue to integrate self-service technology into our daily lives, these lessons will be crucial in creating a balanced approach that maximizes the benefits of kiosks while minimizing their potential drawbacks. After all, the ultimate goal of any technological advancement should be to improve the customer experience, not detract from it