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and actual usage of “Touch 'n Go” card in foodservice outlets
S. Zurena & M.S.M. Zahari
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia
O. Ida-Rosmini
Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, N. Sembilan, Malaysia
ABSTRACT: Restaurants affiliated with the foodservice industry plays an essential character in increas-
ing revenue and in actual fact respond to customer attitudes. Empirically, this paper evaluates the extent to
which customer's attitude mediates the relationship between customer responsiveness and actual usage of
Malaysian “Touch' n Go” card in foodservice outlets. INDIRECT which employs bootstrap analysis was
used to assess the mediating effect of attitude between customer responsiveness dimensions and actual
usage. The results signify that 400 participated customer's revealed attitude mediates the relationship since
the mean indirect effects of the bootstrap analysis for all customer responsiveness dimensions were posi-
tive and significant with a 95% bias corrected and accelerated confidence interval excluding zero. Obvi-
ously the amount of technology acceptance is reflected in the strength of attitude or intention toward
using the technology. Given the absence of work in this area, this study is significant in terms of better
design of marketing strategies, and in achieving an understanding of what customers need and expect
when it comes to smart card usage in the restaurants.
Keywords
:
Customer responsiveness, actual usage, attitude, foodservice, “Touch' n Go”
1 INTRODUCTION
including restaurants (Euromonitor International,
2011).
Looking into restaurant industry, with stronger
purchasing power and a higher standard of living
today, Malaysia provides a significant pool of cus-
tomers who hunt to modernize their payment life-
styles. The days of being weighed down by loose
change are over. As Touch' n Go is a card for every-
one, anytime and anywhere, it is the perfect alterna-
tive to cash with just a simple 'touch' the customer
payment terminals and good to go. Despite the fact
that all these initiatives are aimed in creating a cash-
less Malaysian society, there are many concerns as
to the successful achievement of this target whereby
it is acknowledged that there is still some opposi-
tion with regard to the perception and attitudes
towards the use of Touch' n Go card in the restau-
rants. Consequently, it is interesting to evaluate the
extent to which customer's attitude mediates the
relationship between customer responsiveness and
actual usage of Malaysian “Touch' n Go” card in
restaurant outlets. The significance of this empiri-
cal study hinges upon the fact that it especially con-
tributes knowledge in enhanced customer's model
of behavior in Malaysian restaurant settings.
The use of electronic payments for the customers
to conduct financial transactions, as well as the
use of more narrowly defined “electronic money”
has gained increasing attention in a variety of
forums, along with government, business, corpo-
rate, and personal (Singh, 2009). Electronic money
mechanisms were invented to replicate cash over
the Internet (Anand & Madhavan, 2000; Dani &
Krishna, 2001). Clearly, knowledge of the actual
and potential demand is critical to assess the most
likely scenario of the impact of electronic payment
technology.
Bringing the evolution of technology in everyday
life, there is a trend seen in many countries to move
towards electronic payment (e-payment). Malaysia
is not leaving behind on the world's modern tech-
nology, therefore, embarking on the e-payment via
Touch' n Go cards.
It is interesting to note that today that the Touch
'n Go's growth from limited deployment for trans-
port payment in the initial stages to payments for
various alternative forms of business transactions
for instance highway, transit, parking and retail,
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