The Impact of Self-Service Technology and the Presence of Others on Cause-Related Marketing Programs in Restaurants

TLDR

Self‑service technology is rapidly adopted in restaurants, but its effects on consumer behavior, particularly in cause‑related marketing, remain largely unexplored. This study applies costly signaling theory to investigate how SST influences consumer donation behavior in cause‑related marketing initiatives. The authors conducted an experimental design grounded in costly signaling theory to assess guest responses to cause‑related marketing under SST versus in‑person solicitation. Results revealed that customers solicited in the presence of others donated more than those approached via SST, indicating that conspicuous participation signals social status and that SST adoption may have unintended corporate consequences.

Abstract

Self-service technology (SST) is rapidly gaining traction in the restaurant industry, yet the impact on consumer behavior remains to be seen. This study lends a theoretical perspective to the growing issue of SST and its effect on consumer donation behavior. From the lens of costly signaling theory, we examine how the use of SST impacts guest responses to cause-related marketing (CRM) initiatives. Employing an experimental design, we found that customers who were solicited in the presence of others were more likely to donate than those solicited via SST. These results suggest that when the participation decision is conspicuous, donating is a way to raise social status in front of others. To the best of the authors[#x02019] knowledge, no extant research has examined the joint impact of SST and matching donations on the customer[#x02019]s participation in CRM programs. Our findings suggest that SST adoption may have unintended consequences for corporations.