Travel Reference
In-Depth Information
3
ISSUE FROM MALAYSIAN
PERSPECTIVE
on tablet-based which is practically limited where
very few studies have been undertaken on the
topic. Furthermore, overall customer information
satisfaction on the usage of the system is almost
non-existent thus it is hard to tell whether the sys-
tem is fulfilling the goals.
Malaysia, as with the other countries, is also expe-
riencing the technological advancement from many
perspectives including the foodservice industry.
Foodservice industry in this country is perhaps one
of the largest industries in terms of the economic
contribution and has been identified as one of the
major sources of employment among any other
industries. The fact that Malaysian spent 40 to 50
percent of their incomes might have contributed
to the growth of this industry in general (Selamat,
Shamsudin & Dulatti, 2002). The use of techno-
logical advancement devices has been popular in
the country for quite some time particularly in the
back-of-the-house operation. There are number
of restaurants which use cards and PDAs to take
their order but the number of restaurant who use
tablet-based device such as iPad are still lacking.
Assuming that the anticipation of scholars who
believe that the adoption of this technology will
be a big hit in the near future will hold true, the
researcher believe that the same phenomenon will
be the major talking point in the industry in just a
matter of time. The number or statistic of restau-
rants with this technology adoption is not available
at the moment but the researcher has already iden-
tified a few based on self-observation at shopping
complexes and the Internet.
This technology is a relatively new concept in
this country, but it will be booming once restau-
rants realized the potential of this system for menu
ordering process. For the time being, it is appropri-
ate to say that this paper will be looking at the idea
of integrating TR and the impact of it towards
their perceived value (CPV) prior to their experi-
ence and consequently examine their information
satisfaction based on their actual usage (ordering
experience).The idea behind this integration was
inspired by the Yieh et al. (2012) who argued that
TR has a significant impact on CPV which will
further influence the behavior and actual use of
this technology among customers. Prior to their
study, most of the research integrated the TR with
the well-known Technology Acceptance Model
(TAM). TAM worked well in that integration but
the idea of replacing it with CPV will not disregard
the element of TAM. CPV by any means is trying
to comprehend and expand the existing dimension
under TAM especially on the emotional and secu-
rity side of using technologies.
There were studies in Malaysia which looked
into almost identical concept but the number is not
something to be proud of and those studies were
actually conducted in the other fields or industries.
It is therefore important to start looking at the
opportunity to examine Malaysian's TR and CPV
4 CONCLUSION
This paper is proposing the idea of integrating TR
and CPV on the tablet-based menu ordering and
surely the academic contributions to the existing
body of knowledge will be accomplished through a
proper research probably looking at the conceptual
model and testing all the hypotheses drawn from it.
Consequently, more empirical analysis is needed
to consolidate this knowledge. That information
can be beneficial to analyze or foresee the Malay-
sian readiness to accept this kind of system. The
data on usability and overall experience on the
other hand would be beneficial to help restaurants
with the system to tailor their system with more
'value' for customers. In addition, the result from
this study could be a 'look-to' reference for food-
service operations which are yet to invest on the
system.
REFERENCES
Chen, Z. & Dubinsky, A.J. (2003). A conceptual model of
perceived customer value in e-commerce: A prelimi-
nary investigation. Psychology & Marketing, 20 (4),
323-347.
Dixon, M. & Kimes, S.E. (2012). Technology customers
value most Retrieved October 3, 2014, from http://res-
taurantbriefing.com/2010/02/technology-customers-
value-most/
Dixon, M., Kimes, S.E. & Verma, R. (2009). Customer
preferences for restaurant technology innovations.
Cornell Hospitality Report, 9 (7), 4-16.
Karahanna, E., Straub, D.W. & Chervany, N.L. (1999).
Information technology adoption across time: A
cross-sectional comparison of pre-adoption and post-
adoption beliefs. MIS quarterly, 23 (2), 183-213.
Keeney, R.L. (1999). The value of Internet commerce to
the customer. Management science, 45 (4), 533-542.
Kwon, H.S. & Chidambaram, L. (2000). A test of the
technology acceptance model: The case of cellular
telephone adoption. Paper presented at the Interna-
tional Conference 33rd Annual System Sciences, 2000,
Hawaii, January 3-6.
Lam, S.Y., Chiang, J. & Parasuraman, A. (2008). The
effects of the dimensions of technology readiness on
technology acceptance: An empirical analysis. Journal
of interactive marketing, 22 (4), 19-39.
Leung, R. & Law, R. (2007). Information technology
publications in leading tourism journals: a study of
1985 to 2004. Information Technology & Tourism, 9 (2),
133-144.
Search WWH ::




Custom Search