Millennials and Touch Screen Technology in the Fast Food Industry: A Narrative Inquiry Study

Millennials and Touch Screen Technology in the Fast Food Industry: A Narrative Inquiry Study

Author: 
Joseph K. Cross
Program of study: 
D.M.
Abstract: 
The fast food industry has begun the implementation of touch-screen technology as part of their business plans to reduce labor costs. The problem is that the touch-screen technology is being implemented in fast food establishments to entice millennials and it is not fully known how millennials accept touch-screen technology as a form of customer service interaction in fast food establishments. A narrative inquiry study was conducted to ascertain the following: What aspects or features of touchscreen technology do millennials accept as a form of customer service interaction in fast food establishments and what aspects or features of touchscreen technology do millennials not accept as a form of customer service interaction in fast food establishments? Supported by expectancy theory, the study expected the themes to express the different perceptions of millennials on how touchscreen technology would be used when it is being implemented in the fast food industry. The sample size of this study was originally set at 20 participants, but consisted of 11 millennials between the ages of 18 and 34 in central Kentucky. Millennials stated there were some issues with using touch screen technology in fast food establishments, similar to other venues that use similar touch screen technology. They expressed concern about the possible malfunction of the machine and the inaccuracy of technology being used. Although millennials still anticipated the emergence of touchscreen technology as a form of customer service interactions in fast food restaurants, they were willing to accept and to support the use of touchscreen technology to improve customer service interactions in fast food restaurants.
Dedication: 
I dedicate this journey to my family, friends (associates), and country. Without the hard lessons of life and its experiences, the completion of this work would not have been possible. I dedicate this journey to my beautiful bride, Margery E. Cross, who loved and supported me through this entire process. Also, to my supportive children, who gave up time with me as I was locked in my office typing away the last couple of years. A special thank you to Dr. Pearl Smith for your support and guidance, as well as my entire dissertation committee team.
Acknowledgements: 
I would like to thank God for providing me with the strength to endure this journey, and the patience to endure the long hours and time away from family. I wish to thank my friend and co-worker Mr. Mick Chiara, who noticed when I was discouraged and always provided the slap in the back of the head to drive forward and never surrender. I am especially grateful for the guidance and wisdom provided by my chair, Dr. Pearl Smith, who assisted me in the ability to think outside of my standard Army writing style. I would be remiss to fail to thank my committee members, Dr. Christine Nortz and Dr. Jiefeng Xu, for their honest and constructive feedback throughout this process. I am grateful to all of my editors and tutors that assisted me on my way, working diligently to assist me in advancing my writing skills and ensuring that everything aligned and met the high academic standards of the University of Phoenix.