SSRN 4646297

UNIVERSITY OF CALOOCAN CITY
GRADUATE SCHOOL
SELF-ORDERING KIOSK SERVICE SYSTEM IN

SELECTED FOOD CHAIN
RESTAURANTS TOWARDS CUSTOMER SATISFACTION
A Thesis
Presented to
The Faculty of the Graduate School
University of Caloocan City
In Partial Fulfillment
Of the Requirements for the Degree
MASTER IN BUSINESS ADMINISTRATION
By
ROY ALLAN P. NOBLE
May 2023
Electronic copy available at: https://ssrn.com/abstract=4646297

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RECOMMENDATION FOR ORAL EXAMINATION
This thesis titled: “SELF-ORDERING KIOSK SERVICE SYSTEM IN
SELECTED FOOD CHAIN RESTAURANTS TOWARDS CUSTOMER
SATISFACTION” prepared and submitted by ROY ALLAN P. NOBLE, in partial
fulfillment of the requirements for the degree of Master in Business
Administration has been examined and is hereby recommended for oral
examination.
DR. ELOISA P. MACKAY
Adviser

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APPROVAL SHEET
This thesis entitled: “SELF-ORDERING KIOSK SERVICE SYSTEM IN
SELECTED FOOD CHAIN RESTAURANTS TOWARDS CUSTOMER
SATISFACTION” prepared and submitted by ROY ALLAN P. NOBLE, has
been approved by the Committee on Oral Examination with a grade of 96.3% on
May 19, 2023.
MARIAN S. RUIZ, MBA, DBA REIAN A. GONZALES, MBA, EdD
Member Member
DR. ROLAND M. SIMBRE
Chairperson
Accepted and approved in partial fulfillment of the requirements for the degree of
Master in Business Administration.
The candidate successfully PASSED the Comprehensive Examination.
MELCHOR S. JULIANES EdD, PhD, DPA
Dean, Graduate School

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CERTIFICATE OF ORIGINALITY
I hereby certify that this thesis titled “SELF-ORDERING KIOSK
SERVICE SYSTEM IN SELECTED FOOD CHAIN RESTAURANTS
TOWARDS CUSTOMER SATISFACTION,” for the degree of Master in
Business Administration at the University of Caloocan City embodies the
results of original and scholarly work carried out by the undersigned.
This thesis does not contain words or ideas taken from published
sources or written works that have been accepted as basis for the award
of a degree from any higher education, institution, except where proper
referencing and acknowledgement were made.
Furthermore, I declare that the intellectual content of this thesis is
the product of my work although I have received assistance from others
on the manner of organization, presentation, language and style.
ROY ALLAN P. NOBLE

Researcher
Attested by:
ELOISA P. MACKAY, PHD

Adviser

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CERTIFICATE OF LANGUAGE EDITING
This is to certify that I had edited this
Thesis titled:
SELF-ORDERING KIOSK SERVICE SYSTEM IN SELECTED FOOD CHAIN
RESTAURANTS TOWARDS CUSTOMER SATISFACTION
Prepared by
ROY ALLAN P. NOBLE
And have found it complete and satisfactory concerning grammar and composition.
Dr. Jose R. Pablo Jr.
Grammarian
UNIVERSITY OF CALOOCAN CITY/09157200093
May 2023

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ACKNOWLEDGMENT
The researcher would like to acknowledge with deep gratitude the following
that extended their help to complete this study.
Mayor Dale Gonzalo “Along” R. Malapitan, Chairman of the Board of
Regents, for providing programs designed for professionals facing
challenges, new trends, and changes in their respective expertise.
Congressman Oscar “Oca” G. Malapitan, for making the University
of Caloocan City better and for providing enormous support to its students.
Dr. Marilyn T. De Jesus, for her support as the OIC of the University of
Caloocan City.
Dr. Melchor S. Julianes for his unwavering support as the Dean of the
Graduate School of University of Caloocan City.
Dr. Eloisa P. Mackay, the researcher’s adviser, for her invaluable
coaching, guidance, and unending support.
Dr. Roland M. Simbre, Chairperson of the Panel Committee, for his
insights to make this study more comprehensive and effective.

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To the panel members, Dr. Reian A. Gonzales, Dr. Marian S. Ruiz for
their valuable comments, helpful suggestion and constructive insights to
expand this paper.
To the group administrator of the Department of Trade and Industry and
Philippine Accreditation Bureau for sharing their available resources to
complete this study. To all the respondents of this study, for their time
and effort in accomplishing the questionnaires,
Genuinely appreciate all the people behind this study, to my superiors,
friends and co-faculty, Mr. Raymond Gamalinda, Mr. Anthony F.
Molacruz, Mr. Ronnel R. Romero, Mr. Oral Robert Roxas, Ms.
Czarina R. Austero, Ms. Amparo May Empremiado, Mr. Joshua Rhey
N. Oliveros, Ms.Camille Dela Cruz, Mr. Mike Lorenzo, Mr. Ramoel
San Diego and Keithlyn Epecto for their help in formulating and
validating the research instrument. Finally, to Engr. Robert Torrecampo,
who is a great contributor in the analysis and interpretation of the data.
To the researcher’s parents, Salvacion P. Plaza and Rolando S.
Noble and siblings Paul Jay Noble, Cyra Joy Noble, Deyvid
Jhon Noble and Aljhun Noble who became the source of my
motivations and foundation of my inspirations.

Also,
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I would like to express my sincere gratitude to my friends,
colleagues, relatives and students for their perpetual support and
continuous uplifting words of encouragement throughout the years
of my study and through the process of researching and writing
this thesis.
Above all, to our dear Lord God, the Almighty for continues
blessings and eternal wisdom, guidance and protection to
achieving my goal and to be successful in this journey.
And we know that in all things God works for the good of
those who love him, who have been called according to his
purpose.
Roman 8:28
-Roy Allan P. Noble

ABSTRACT
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Title : SELF-ORDERING KIOSK SERVICE SYSTEM IN SELECTED FOOD

CHAIN RESTAURANTS TOWARDS CUSTOMER SATISFACTION
Researcher : ROY ALLAN P. NOBLE
Degree : Master in Business Administration
Institution : University of Caloocan City
Graduate School
Year : May 2023
Adviser : Dr. Eloisa P. Mackay
The study aimed to assess the Self-Ordering Kiosk Service System in
Selected Food Chain Restaurants Towards Customer Satisfaction. This
study is a descriptive method and probability sampling technique of research
was utilized in assessing the Self-Ordering Kiosk Service system of selected
Food chain restaurants. There were 152 respondents composed of the
employees
and customers of the branches of the selected food chain restaurants in
Metro Manila who are willing to participate in the study. Survey
questionnaires was used

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as the primary instruments in the study. To answer the problem and analyze
the gathered data, the following statistical tools were used: frequency and
percentage was used to describe the profile of the respondents. Weighted
mean was used in determining the average response of the respondents on
the various factors considered in the study using a four (4) point Likert scale
for the interpretation, and one-way analysis of variance to test the null
hypothesis of no significant difference.
Menu Design. It is recommended to make the interface simpler in a way that
the customers and employee/staff can easily navigate and understand with
clear instructions and minimal steps required to place an order to avoid
confusions and save time regardless of the knowledge of the users. The
kiosk should be appealing visually and reflect the brand style and aesthetic by
using high quality images of menu items and consider using simple
animations or other design elements to draw attention and create a
memorable experience to the users.
Order Accuracy. Providing clear menu descriptions can help the customers
prevent from selecting the wrong item by mistakes, this can help the staff who
will process their orders. Providing order summaries in a sense of simple list
can be a help to customers to double check their orders to avoid mistakes and
ensure that their order is complete and correct.

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Convenience. One way to achieved this is by using a clear and concise
language, along with high quality visual representations to guide the
customer through the ordering process. Offering assistance. The kiosk
interface should use large and clear fonts that are easy to read for all age
groups. Incorporating voice commands: Some kiosks can incorporate voice
commands, which can be helpful for older customers who may find typing on
a screen challenging. Cashless Payment. Restaurant can take steps to make
their cashless payment system as user friendly and secure as possible This
may include regular maintenance and updates to ensure that their system
and programs are functioning properly. Reliability. This is a key factor in
ensuring the delivery of quality service towards customer experience.
Testing the machines regularly can help the machine to work properly and
working efficiently. Challenge Encountered. It is recommended to assess
and proposed a new way of implementation of self-ordering kiosk to improve
the delivery of service towards customer over all experience. Restaurant
should also considers having multiple kiosk available in the store to mitigate
the impact of any downtime or malfunctions. Upgrading and installing high
speed internet can ease the problem with regards to kiosk system update.
Regular maintenance is also another way to avoid technical glitches and
difficulties this can include software updates, cleaning and checking the
physical attributes of the machines.

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TABLE OF CONTENTS
PRELIMINARIES Page
TITLE PAGE
RECOMMENDATION FOR ORAL DEFENSE i
APPROVAL SHEET ii
CERTIFICATE OF ORIGINALITY iii
CERTIFICATE OF LANGUAGE EDITOR iv
ACKNOWLEDGEMENT v
DEDICATION vi
ABSTRACT viii
TABLE OF CONTENTS xii
LIST OF TABLES xiv
LIST OF FIGURES xv
1 THE PROBLEM AND ITS BACKGROUND

Introduction 1
Background of the Study 3
Statement of the Problem 5
Hypothesis 6
Scope and Delimitation of the Study 7
Significance of the Study 8
2 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature and Studies 10
Synthesis of the Reviewed Studies 26
Theoretical Framework 30
Conceptual Framework 33
Definition of Terms 34
3 RESEARCH DESIGN AND METHODOLOGY
Research Design 36
Respondent of the Study 37
Sampling Technique 38
Research Instrument 38
Validation of the Research Instrument 39
Data Gathering Procedure 40
Statistical Treatment of Data 41

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4 PRESENTATION, ANALYSISAND INTERPRETATION OF DATA Page
Respondents’ Assessment on the Application of Self-Ordering 42

Kiosk Service System in Selected Food Chain Restaurants
Summary Table of Respondents Assessment on the 53

Self-Ordering Kiosk Service System in Selected
Food Chain Restaurants
Results of Hypothesis Testing on the Significant 55

Differences in the Assessment of the Two Group of
Respondents on Self-Ordering Kiosk Service System
Challenges Encountered by the Respondents 57

on Self-Ordering Kiosk Service System in Selected
Food Chain Restaurants
Proposed Self-Ordering Kiosk Service System in the 103

Selected Food Chain Restaurants
5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
Summary of Findings 63
Conclusions 68
Recommendations 72
BIBLIOGRAPHY 76
APENDICICIES
Appendix A: Sample Questionnaire 80
Appendix B: Profile of the Respondents 88
Appendix C: Hypothesis Testing Sample Computations 89
Appendix D: Permit to Conduct Study 94
Appendix E: Certificate of Validation 95
Appendix F: Appointment as Statistician 100
Appendix G: Letter of Endorsement 101
Appendix H: Proposed Kiosk System in Selected 103

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Food Chain Restaurant
Appendix I: Certification from Respective Organization 110
CURRICULUM VITAE 112

LIST OF TABLES
Table Title Page

1. Assessment on the Respondents on Self-Ordering Kiosk 42
Service System in terms of Menu Design
Service System in terms of Order Accuracy
Service System in terms of Convenience
Service System in terms of Cashless Payment
Service System in terms of Reliability
6. Summary Table of Respondents’ Assessment on Self- 53
Ordering Kiosk Service System
7. Summary of Results of Hypothesis Testing on the Significant 55
Difference in the Assessment of Two Groups of Respondents
on Self-Ordering Kiosk Service System
8. Challenges Encountered by the Two Group of Respondents 57
in the Usage of Self-Ordering Kiosk Service System
9. Recommendations/Suggestions of the Respondents to Attain 60
Customers’ Satisfaction on Self-Ordering Kiosk Service System

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LIST OF FIGURES
Figure Title Page
1. Theoretical Paradigm of the Study 30
2. Conceptual Paradigm of the Study 33

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Chapter I
THE PROBLEM AND ITS BACKGROUND
This chapter includes the introduction, statement of the problem,
hypothesis, scope and delimitations significance of the study and the definition
of terms used.
Introduction
The quick service restaurant (QSR) industry is the best example of food
chain restaurants that is one of the common driving elements of hospitality
industry. It plays an important role in economic growth and employment
sustainability in the Philippines. However, the QSR face a difficulty in the midst
of pandemic because it requires face-to-face interactions from the consumers
to build strong marketing strategy to cope up in the fiercely competitive
environment.
Due to rapidly changing of ways and technology advancement they add
information processing capabilities such as self-service system (SST), to help
the hospitality expansion. A kiosk is one of the common types of SST in the

UNIVERSITY OF CALOOCAN CITY Page
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restaurant industry along with other types of self-service technology such as
Automated Teller Machines (ATMs), Self-Pumping at Gas Stations, Self-Ticket
Purchasing On the Internet and Self-Check-Out at Hotels and Libraries. In fact,
it is recognized as one of the latest innovations.
The kiosk in the restaurant is an unmanned payment system that allows
customers to order food directly or participate in its service processes, rather
than experience face-to-face service with employees. Since kiosks in a
restaurant not only build an innovative technology infrastructure, but also
provide new value for customers, it is expected to become a universal and
routinized service for customers within a short time. (Seo, 2020)
The gist was that although major players like Subway, McDonald’s,
Burger King and Arby’s started experimenting with kiosks in 2006, we had yet
to see mass adoption in the restaurant space, despite kiosks‟ rapid
deployments in airports, grocery stores and casinos. (Kelso, 2019)
A self-ordering kiosk gives guests the power to order and pay by
themselves kind of like a sophisticated vending machine, but for meals.
These systems usually consist of a touchscreen (often a tablet) equipped with
an easy-to-use digital interface. This screen will display the restaurant’s menu
and guide customers through the ordering process but then transitioning to
kiosks will require companies to continue serving those customers who still
want personal service.

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Increasingly, millennials and millennial-minded people don't necessarily need
that interaction with someone. For those who order off the kiosk, that will
shorten the queue for those who don't order off the kiosk, and it will provide
better service to either group in Metro Manila.
The researcher findings revealed that the application of Kiosk System
has become an important factor in the innovative approach in Quick service
restaurant towards customer satisfaction.
Background of the Study
The self-service phenomenon, specifically the Kiosk, has been present
for a considerable duration, but it is only in recent years that they have gained
significant traction. These self-ordering systems have become increasingly
popular, finding their place in various settings such as fast-food
establishments, automated banking services, and airports, where they
facilitate faster transactions, streamline retail experiences, and aid in
navigation. In this discussion, we will explore the advantages and
disadvantages of self-service and elucidate its significance for the future of
numerous businesses.
Robotics researchers, restaurant executives, industrial engineers,
consultants and economists have all said automation in the restaurant and

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fast-food sectors is not as simple as installing automatic tellers in banks or
employing robots to assemble cars, according to the website of Reuters.
Several chains are using kiosks and other technology that allow orders to be
placed more rapidly and efficiently.
In this difficult situation of pandemic, it is truly timely and relevant to
conduct a study regarding the help of this kind of technology advancement.
This paper uses the 5 area of variables such as Menu design, Order
accuracy, Convenience, Cashless payment and Reliability to access the Self-
service Kiosk system to make it more effective and efficient to both the
customer and the quick service restaurant staff and employee.
Self-service kiosk is one of the technologies that allow customers to
facilitate the ordering process without or with minimal help from service
providers.
However, some customers are still reluctant to use self-ordering
technology especially the generation who comes from “baby boomer‟. They
still prefer to communicate with the service providers and might not have
satisfied with this technology advancement (Rastegar, 2018).
In achieving customer satisfaction, it is complicated just to understand
and identify customer needs and satisfaction considering that self-ordering
kiosk is a technological advancement that revolutionized the way businesses
manage their service quality that improved their business operations, food

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chain can enhance their quality service management in several ways. Self-
ordering kiosk can reduce the chance of human errors in taking orders and
allowing customer to modify their own orders that illuminate the possibility of
miscommunication. Self-ordering kiosk enable businesses to maximize their
operations and reduce waiting time by eliminating the traditional way of
queuing system is bypassed leading to faster order processing and increased
efficiency. Moreover, self-ordering kiosk provide businesses with valuable data
and insights into customer preferences and behavior by analyzing the data
collected through this system, businesses has now easy access to identify
popular items in their menu, peak ordering time and individual preferences.
The information can be utilized to optimized inventory management leading to
personalization of marketing strategy and meet customers’ demands without
compromising the quality of service.
Statement of the Problem
The study aims to assess the Self-Ordering Kiosk Service System in
selected food chain restaurants towards customer satisfaction Specifically, it
sought to answer the following questions:
1. How do the respondents assess the application of Self-Ordering Kiosk
Service system of selected food chain restaurants in terms of?;
1.1 Menu Design;

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1.2 Order Accuracy;
1.3 Convenience;
1.4 Cashless Payment; and
1.5 Reliability?
2. Is there a significance difference in the assessment of the two (2)
groups of respondents on the Self-Ordering Kiosk Service system of
selected food chain restaurants based on the aforementioned
variables?
3. What are the challenges encountered by the respondents from the
usage of Kiosk system of selected food chain restaurants?
4. What are the solutions formulated by the respondents to resolve
challenges encountered?
5. What improved Kiosk system may be proposed based on the findings
of the study.
Hypothesis
There is no significant difference on the assessment of the two (2)
groups of respondents on the Self-Ordering Kiosk Service system of selected
food chain restaurants in terms of menu design, order accuracy, convenience,
cashless payment and reliability.
Scope and Delimitation of the Study

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The scope of this study focused on the assessment of Self-ordering
kiosk as application towards customer satisfaction, on areas: Menu design,
order accuracy, convenience, cashless payment, reliability. However, other
advanced technology program already being used by different fast food chain
in Metro manila are not included similarly, Kiosk pertaining to small booths or
stalls selling tickets or refreshments are excluded in this study. The respondent
is comprised of two (2) types of groups of respondents – food chain restaurant
employees and food chain restaurant with a grand total of 152 respondents.
The respondents were profiled according to age, gender, civil status, and
respondent classification. They were the customers who have experienced
self-ordering kiosk in quick service restaurants (QSRs) in the cities of Quezon,
Valenzuela and Caloocan.
The researcher’s time frame carried out various activities that included
major phases of the study: formulating a thesis proposal in the month of June,
acceptance of thesis proposal in August and data collection in the month of
March. Presentation, analysis, interpretation of data and final defense were
done in the month of May.
Significance of the Study
The findings of this study will show and demonstrate the impact of Self
ordering kiosk in providing quality service of different quick service restaurant
in Metro manila specifically the following groups will benefit accordingly.

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Food Chain Restaurants The food chain restaurant to further enhanced their
self-ordering system and to provide quality service towards customer
satisfaction by providing an alternative way of application that the customers
and even the employee can access and navigate.
Employees The study will provide employees the knowledge about self-
ordering. Kiosk system to deliver customer satisfaction to improved work
efficiency and service quality.
Customer The study will help increase the perceived usefulness and benefits
of self-ordering kiosk in food chain restaurants. Online facilities on individual
expectations which affect their satisfaction in using such facilities. It can also
provide knowledge and awareness of services that food chain restaurant may
offer so that customer loyalty is consistently achieved.
Academe The research on Self-ordering kiosk system can contribute to the
existing body of knowledge in the field of technology, human-computer
interaction, and customer service. The study can also help to resolve the
underlying problems of hospitality industry especially the Self-ordering system
is being adopted in various industries, including the food service, retails and
hospitality the academe can foster collaboration and partnership with industry
stakeholders.
Researcher This paper will provide valuable insights and enhance the
researcher's understanding in the field of study. It underscores the importance

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of the work and its impact within the research community, while also
contributing to the generation of new and significant information in the study
area.
Future Researcher. This study will serve as a valuable resource for future
researchers who are conducting studies related to the topic of self-ordering
kiosk systems. It can be utilized as an additional reference to gather pertinent
information and assist in the design and implementation of research projects.
The findings of this study will particularly highlight and advocate for the
utilization of self-ordering systems to enhance functionality and improve
customer satisfaction.

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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents concepts and practices expounded in selected
literature as well as result and findings of some studies and how these
literature and studies relate to the present study in terms of theories
developed. Concepts and practices applied and findings put to fore for
knowledge creation and enrichment.
Tourism and Hospitality
Hospitality come from the latin words Hospitalitem, hospes, and hostis
(“friendliness to guest”) meaning to welcome with warmth and care. Hospital
also comes from the stem, with the concept of caring about human beings who
are being ill and in need of support, caring and love. Hospitality and service
are both distinct and interrelated. Hospitality is like strategy, whereas service
is its tactics. (Corgel, 2019).
Hospitality and Tourism industry is one of the largest and fastest growing
industry in the world. It actually generate millions of jobs across the globe for
the past years before pandemic and up to this day that we are slowly going

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Having said this Hospitality industry’s contribution to the economy is vast and
undeniable.
According to (Slattery,2020) the hospitality industry is represented in
every country in the world and is diverse and complex. It encompasses a range
of free-standing hospitality businesses and is also a component of a wide
range of venues whose primary function is not hospitality. Most mid-market,
up-market and luxury hotels have facilities to meet demand for conferences
and health clubs. Similarly, cruise ships, theme parks, motorway service areas
and multi-leisure centers have integral components that fall outside the scope
of the hospitality industry. The widespread adoption of new technologies in the
industry over the years greatly contributed to the way of the delivery of service.
The Self-service kiosk and how this technology improves guest experiences
and change the hospitality industry service flatform also recognize that the
technological backbone of many hospitality establishments needs to be
overhauled in order to discover more advantage in the landscape of delivering
services and achieved customer satisfaction.
Tourism
Domestic and International tourism has seen several years of steady
growth. In fact, the revenue coming from food and beverage, accommodation
and other services provided the large number of travelers resulting to the

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Hospitality industry to become a key driver of the global economy.
Implementation and facilitating these technological advancement compounds
to a successful makeover of the service packages and the underlying
technological framework that are currently used by the hospitality service
providers. Personalization of services is necessary in order to pull off the target
market especially those individuals that travel on a limited budget. (Prasanna
Kansakar, 2019)
Hospitality industry comes in many faces such as infrastructure, sales and
marketing, technology, automation or strategy. But service is the soul of
hospitality industry and service has always been an integral part of the
hospitality ecosystem Moreover, customer service is a particular word in
Hospitality that even largest hotels and well-known restaurant will agree
across the globe that it is the customer service that has helped them gain the
competitive advantages they hold. (Soeg, 2022)
Efficiency has always been important among the fast-food services
establishments and self-ordering service is an effort towards this. Innovative
self-ordering service technology appears to be one of the top solutions to the
speed problems of quick service restaurants. As the customers are always on
the go and looking forward towards convenience, efficiency and speed in
service, there is a need for self-ordering system that allows customers control

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the order process and reduces customer’s perceived waiting time. (Castillo,
2020)
Fast Food Industry
Philippines is certainly a reflection of its colonial past and regional
geography. This signifies a wide range of connection between Eastern and
Western countries that produce a vibrant and unique cultural terrain as it is
complex. Local foods and foodways are not immune to the transformative
sway exerted specially by our balikbayans former Filipino citizens who are
naturalized citizens of other countries and their children who periodically return
to the Philippines. In fact, their travel and experience abroad make them
powerful agents in disseminating preference of new types of cuisines, food
brands and technological advancement that they experience abroad.
Fast food specifically along with fast casual restaurants, make up a segment
of the restaurant industry know as Quick Service Restaurants (QSR).
Service Quality
Customer Satisfaction and its measurement plays a vital role in any type
of business and service provider in their effort and of achieving and improving
the competition in global market. Among Food sector service quality and
satisfaction of stakeholder such as consumers, suppliers, and employees and
creditor are the root of its competitive strength and advantage.

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Efficient operations. Fast food benefit from consistent delivery of both food
and experience - look for franchise opportunities with a proven and cost-
effective system such as injecting advance technology like Kiosk and Artificial
intelligence that provide the same service as humans.
Effective marketing. As a franchisee you don’t have to handle the marketing -
but you sure want to make sure the mother ship knows what they’re doing.
With so many options to choose from it’s important that a franchise can
effectively market their unique value proposition.
Innovative menus. Menu options need to be creative and offer both healthy
and indulgent options. New plays on old favorites, healthier versions of
classics, or unique flavor profiles like a spicy dessert are just a few examples.
Know the Product One thing that the restaurant should consider is if their
product is appropriate in the said technology.
Effective use of technology. Restaurants with kiosk or automated table
ordering help keep costs down specifically in terms of reducing manpower and
improved order accuracy and increasing the customer turn over within the
usual time. (Haming, 2019)
The food sector is considered as one of the largest sectors of the food
service industry. However, the increased number of restaurants has also
heightened competitions and this makes the delivery of service quality
imperative.

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Self Service Technology
According to (Elsevier, 2023) different sector under Hospitality have use
various forms of information technology to help deliver their service to
consumer more effectively and efficiently while improving the general quality
of service provided. One of the recent trends in the hospitality industry is that
some organizations are transitioning from traditional services delivered by
humans’ employees to the use of self-service technology (SST) where the
service are co-produced by costumers. In line with this technological
advancement this provide benefits to the restaurant due to cost
savings by lower personnel expenses as the hospitality industry is traditionally
human labor-intensive compared to other industry.
This trend was introduced by the use of cashless touch screen kiosk or
self- order and pay tablet in restaurants. This form of self-service has become
more popular after the leading casual dining chains, Chili’s and Applebee’s,
provided the options of ordering and paying for service using a tablet-base
device in 2014. In fact, Taco bell are aiming to install self-service kiosk in all
their locations by 2020 in order to reduce overall face to face transaction times
and eliminate human cashiers. The use of SST in restaurants has led to
increased profits, as customer purchase more food items and fewer human
servers are needed and results in better customer service by increasing

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service flexibility and reducing the need to wait for service provided by human
employees. Rivera (2021)
Most decisions to introduce SST appear to be driven by perceived
operational efficiency related to labor savings as noted above. However,
despite the growing enthusiasm from hospitality businesses for utilizing SST,
not much is known about its impact on the delivery of service attributes and
consumer experiences. Contrary to other industrial technologies that are
mostly designed to improve retail revenue, SST in service-oriented industries
is developed to have a significant impact on both service providers balance
sheet and customers service experience (Banyan Hills Insights, 2018).
However, SST is also subject to failures just like other types of service due to
technology malfunction or user error. In spite of this, there is a lack of effort in
developing SST functions and technical specificities to respond to such
challenges. In addition, poor SST performance related to SST technology
design or service design is known to result in one of the most dissatisfying
incidents when customers are operating SST. This further underscores the
need towards SST improvement. The existing literature has two major
drawbacks. First, much of the existing studies on SST tends to follow the
traditional service attribute- satisfaction research paradigm which treats SST
as a service feature without considering how specific SST design elements
affect the perceived service and consumer experience. Second, the existing

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studies regarding SST tend to separately examine the technology based on
either the customer or the service provider perspectives. Since these
perspectives can differ significantly, this leaves a need to assess how specific
technique or design elements impact service quality from both customer and
service provider perspectives. In this regard, this research intends to address
these current issues and contributes to the understanding of restaurants‟ self-
service technology by applying the Quality Function Deployment (QFD)
methodology.
SST and its applications in the hospitality industry is a service that is
provided by customers at the service encounter through the use of any
technology facility without direct contact with frontline employees Therefore,
customers are considered co-producers and contributors to the general
service delivery procedure. Thanks to the emergence of information
technology as well as a revolutionized service landscape, several industries,
including the hospitality industry.
Based on (Restegar,2018) There are several factors that influence the
customer’s decisions to use a Self-service kiosk in Quick service restaurants.
Specifically, the Self-service technology an integrated model incorporating
Technology Acceptance Model (TAM) and Satisfaction model was developed
to examine the relationship among trust, self-efficacy, perceived ease of use,
perceived usefulness, perceived enjoyment, perceived value, satisfaction and

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behavioral intention toward using these kiosks in quick-service restaurants.
However, some customers are still reluctant to use SSTs because they
perceive them as having design and security and flaws. For example,
customers may worry about making mistakes while using the kiosk, because
they feel its design is not user friendly or intuitive and that they lack the
technological knowledge and self-efficacy to use it properly. Or they may be
reluctant to provide any personal information or data, such as a debit card
password, because they do not trust the security features of the kiosk. In
technology terms, it has since been a lifetime. However, kiosks finally seem to
be having their moment in the quick-service space. They say that the Self
ordering kiosk is the secret weapon of the successful restaurant. Even in full-
service restaurants where kiosks may not seem like a natural fit, restaurants
are using the technology to streamline their takeout orders and reduce face-
to- face contact with servers in addition to safety. Self-ordering kiosks have
also helped restaurants to reduce wait times, improve order accuracy, and,
most importantly, boost check sizes – benefits that just about any restaurant
can enjoy. (Pendrill, 2020)
Economic Fundamentals of the Use of Robots, Artificial Intelligence,
and Service Automation in Travel, Tourism and Hospitality from the point of
view of different marketing business that belongs to travel, tourism and
hospitality company robots, artificial intelligence and service automation are

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considered assets, therefore a company should invest in them if the
investment improves financial growth to create value to its stakeholders. This
shows that this technological advancement shows contribution to the
increased in performance on one company.
A TTH (Travel, Tourism and Hospitality) company uses human
employees and RAISA technology as production factors to deliver quality
services. The relation between human employees and RAISA (Robots,
Artificial Intelligence, and Service Automation) is a complex but in general its
essence is to achieved growth to its marketing potential. The most common
financial benefits is the labor cost savings due to the advantages of RAISA
technologies. Kiosk work 24/7 and have very high-speed capacity where they
can serve numerous numbers of customer simultaneously or for particular
period of time. The adaption of RAISA has significant non-financial benefits for
travel, tourism and hospitality companies that have indirect financial
percussions as well. RAISA also improved the quality of employees work by
helping their employees to avoid or decrease mistakes in the service process.
These kinds of technologies can actually save time for employees redirecting
them to do other task and allowing them to focus on generating revenue
activities. From the marketing perspective, the use of RAISA could also
contribute to positive publicity and word of mouth especially if that technology
is extremely novel. The company could also use this as marketing tool as the

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early adopter of new technology and create image of innovate high-tech TTH
company. Furthermore, Robot, Artificial intelligence and Service Automation
would enhance perceived service quality with attractive, efficient and
interactive way of delivering services, communication and engagement to
customers in fact RAISA has the capacity of being multilinguals beyond limited
linguistic capabilities of human employees therefore RAISA has the capacity
to overcome some of the linguistic barriers that the travel, tourism and
hospitality company in the interactions to customers.(Katerina Berezina, 2019)
An intranet plays multiple roles within an organization, serving as a website,
communication channel, and collaboration platform. By combining features
from wikis, blogs, and document/content management systems, it enhances
productivity and fosters a culture of collaboration among all employees. While
the idea of a distributed author model may seem intimidating, the benefits
outweigh the drawbacks. Empowering employees to share ideas and
contribute to discussions cultivates a collaborative culture that aligns with the
technology-driven age we live in. Initially, intranets were primarily used for
storing company-wide data and broadcasting information from a central
location, lacking true collaboration capabilities. However, they have since
evolved into valuable tools that enable effective communication and
collaboration. Social technology has become an integral part of our daily lives,
just like our morning coffee. The widespread use of social media and

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smartphones has changed how we interact and get things done. While
executives may have concerns about implementing social features in their
intranets, it's important to recognize that employees are already adept at using
these tools in their personal lives and can do so in the workplace as well.
Today's intranets offer much more than their predecessors. They
facilitate communication and collaboration by providing people with the
necessary tools to be productive, informed, and engaged. An intranet
empowers employees to work better anytime and anywhere, which is
particularly valuable in an era where companies and workforces are becoming
increasingly global and remote work is on the rise. Going to work no longer
solely entails commuting to an office and adhering to strict office hours. People
are constantly connected, and this holds true for the workplace as well.
Employees seek fast access to information to accomplish tasks, and they
require flexibility to thrive in their roles. (Kadar, Napitupulu , & Jati, 2017).
Self-service digital kiosk changes the way consumer think and take actions.,
thereby Having a huge impact on their buying behavior. The resulting
improvement in the speed of service and as well order accuracy would also
increase customer satisfaction. Also an ordering system can also lower the
labor cost without compromising the quality of service and generate revenue
in the fast-food restaurant is vital in today’s competitive food service market.
(Castillo, Salonga, Sia and Young, 2022)

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Customer Satisfaction
Food service industry is one of the largest driving forces in every
country economy. In fact the service industry is the first largest industry that
contributed to Canada’s economy. The food service sectors include Quick
Service Restaurants (QSR), family restaurants, cafeterias, fine dining and
bars. All food service sectors are varying in their offering and appearances
including service that depends of their concept and market. There’s a vast of
competition in the industry that is why many food service operators have been
applying aggressive marketing strategies to engage more customers and in
order to repeat business to their regular customers.
One of the strategies of many restaurants is introducing of new
technology in their platform. Over the last decade the industry setting change
drastically from writing the order on the paper to a digital POS system. The
technology advancement which had been introduce such as internet ordering,
digital payment, reservations apps, tablet menu orders, or self-order kiosk.
Quick service restaurant such as McDonald’s aggressively adopting the self-
service kiosk. (Nur Umitzatul, 2021)
Menu Design
In the food service industry, menu is the most important selling tool and
it can be in different forms printed, tablet, or menu kiosk. As for this study, a
menu ordering by using kiosk technology was used. For a restaurant, the menu

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acts as guidance to the customers as they provide information about the foods
and beverages served at the restaurant. According to (Ishak et al., 2021) helps
the restaurant in terms of fulfilling customers expectation by the use of
technological approach such as digital experience and easy to use and
navigate interfaces. Self-ordering kiosk allows the customer to control the
ordering process by themselves, making it easier to browse the menu and
customize orders. (Farah Adibah Che Ishak, 2021)
Order Accuracy
Self-service kiosks can build up customer satisfaction by the increment
of the accuracy orders. Order accuracy refers to the absence or minimal error
that happened when the employees are serving the customer. The common
method used in quick service restaurants (QSRs) when
taking orders from the customers is that the staff are trained to repeat back to
a customer’s order before processing.
Convenience
Convenience in this context refers to the way people would react
towards technologies. Convenience in technologies allows people to use it for
an easier lifestyle. Nowadays, technology makes everything easier as it is all
about the control of your fingertips.
Cashless Payment Cashless payment in self-ordering kiosks has become
increasingly popular in recent years especially in this time of pandemic where

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we avoid human contact to prevent the spread of the virus. It also offers
convenience, efficiency, and security for both customers and businesses.
Reliability
In self-ordering kiosk reliability is crucial to ensure a seamless and
satisfactory experience for customers. In achieving reliability in self-ordering
kiosk hardware quality is important to invest in high-quality kiosk hardware
components including touchscreen, card readers, printers, and other
peripherals to ensure seamless transaction.
Customer Experience
Most customers are looking for more tech-related solutions that make
browsing, ordering, and paying easier than ever especially the mellenials
where the demand is very important than the actual order. Using technology
like kiosks also allows the company to update their menus, promotions, and
nutrition information at any time without having to re-print menus. Customers
are looking for more details to be provided about nutrition, ingredients, and
allergens which are easier to be displayed on a kiosk and improve the
customer experience. Furthermore, one of the issue and challenges in the
approach of this advance technology is the consumer awareness on what are
the benefits that brought by this Self-service technology and to help the service
industry in fully utilizing the use of Self-service kiosk.

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Serve Qual Model
SERVQUAL is one of the widely known measures of service quality
consisting the five dimensions: reliability, responsiveness, assurance,
empathy and tangibles. SERVQUAL is mainly develop in pure service
category.Customer satisfaction and the management of their expectation is a
key component for the organization sustainability. It is said that these two
components are vital in generate the customer retention and allegiance. In
hospitality industry, Restaurants are attempting to maintain high satisfaction
from customers by focusing on quality of service and its impact to restaurant
reputation. It is also emerged that the customers and service providers have
more or less similar perspective of what service quality entails.
Service Quality is a major issue because it is the result of delivering of
service that involves the expectation and the perceptions of the customers.
Service quality is also defined as the overall consumer’s impressions of the
relative inferiority/superiority of an organization and its service. Quality is also
considered to be one the organization top competitive priorities in order to
relatively cope up to competition. Shonhe (2017)

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Synthesis of the Reviewed Studies.
In this review, the research looked more than 20 recent studies and
related literature, each one contributed to understand the significance of self-
service kiosk to the assessment of technological advancement to service
delivery. The collected reviewed studies discussed that there are many factors
that affect the service delivery of selected restaurants.
There are so many studies contributed to our understanding of why
customers use Self-service technology, identifying the specific factors that
influence this choice. However, most technology adoption studies have
focused on initial adoption rather than repeat use. Moreover, most Self-service
technology in a hospitality context have been conducted in hotels and airport
settings. Relatively few have been conducted in Quick service restaurant
settings. And even fewer have studied customer’s satisfaction with technology
acceptance.
In related literature of International Journal of Hospitality Management
different sector under Hospitality have use various forms of information
technology to help deliver their service to consumer more effectively and
efficiently while improving the general quality of service provided. One of the
recent trends in the hospitality industry is that some organizations are
transitioning from traditional services delivered by human’s employees to the

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use of self-service technology (SST) where the service is co-produced by
costumers. Similarly, according to the article of Umitzatul (2021) one of the
strategies of many restaurants is introducing of new technology in their
platform. Over the last decade the industry setting change drastically from
writing the order on the paper to a digital POS system. The technology
Advancement which had been introduce such as internet ordering, digital
payment, reservations apps, tablet menu orders, or self-order kiosk.
Quick service restaurant such as McDonald’s aggressively adopting the
self-service kiosk. Meanwhile, International Journal of Academic Research in
Business and Social Sciences states that the implementation of Self-Ordering
kiosk face encountered different challenges in Quick service restaurants.
There are various benefits gained from the implementation of SOKs.
These include operational cost reductions while dramatically improving the
guest experience, strengthening the restaurant brand, and building a better
image with customers. However, SOKs (Self-Ordering Kiosk) implementation
is also accompanied by some limitations and disadvantages, especially for the
management or service provider, either from internal or external sources,
which required consideration and weighed against the potential rewards as
restaurants struggle to introduce technology that allows customers to get
service independently, managers frequently find it harder to adopt and
maintain successful SOKs than what they may seem. In fact, according to the

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research study that conducted and presented in University of Guelph by Nazi
Rastegar Kiosk as example of Self-service technology as one of the widely
used especially in the segment of Hospitality industry.
Restaurants in particular adopted this technology efficiently and
effectively serve their customers. Self-ordering kiosk has been aggressively
used to dominate the market specifically the younger public.
Meanwhile, in the article of Prasanna Kansakar, Arslan Munir, and
Neda Shabani, (2019) Technology in hospitality industry and challenges:
Prospects in challenges in order to compete with these third-party applications
HSP (Hospitality Service Providers) should develop application which provide
user friendly experience and free from errors and hesitation from the users.
The inputs of the study are to spread awareness to the benefits of usage of
this technological advancement and how convenient and efficient this
technology once develop and improved. This is achieved with the help of
recommendation and proposed solution directly from the respondent that
basically customers itself that already try and use self-ordering kiosk.
According to the research of School of Industrial Engineering and
service Engineering management the effective self-service digital system an
effective system can change the way of customer think and take action that
led to huge impact to customer buying behavior. The resulting improvement
of the speed in service, as well as order accuracy would increase customer

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satisfaction and contribute to the revenue generation. Alongside with the other
studies of School of Industrial Engineering and service Engineering
management the introduction of self-service technology boomed due to its
primary objective to improve the overall quality function clues. However,
because of the on-going pandemic, many service industries including the food
service have also experience such impact. In fact, according to Shin (2020)
Technology innovation can achieve social distancing and enhance cleanliness
in the COVID-era.
Meanwhile ISO certification is the global benchmark for quality service
management to maintain the high-quality services that needs to deliver to our
customers. Most of the study shown that interface in general plays a big role
in the overall customer experience some of the key reasons of having the
positive impact of self-ordering kiosk on customer experience are being user-
friendly base on the design of menu and how it is responsive while being used.
Control to customization and personalization also contributed to the overall
customer experience as it being used by the customers allowing them to be
more fully engage to the system.

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Figure 1. Theoretical Paradigm of the Study Plan Do Check Act Theory

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The framework as shown in figure 1 The Plan-Do-Check-Act (PDCA) cycle is
a widely recognized framework for implementing and improving a Quality
Management System (QMS) as the foundation to support this study and its
relationship to the following variables which is affected by the system and how
it will influence the quality service of different fast-food chain in Metro manila.
ISO 9001 is an international standard that specifies requirements for a quality
management system (QMS). Organizations use the standard to demonstrate
their ability to consistently provide products and services that meet customer
and regulatory requirements. (Neyestani, 2017).
With the turn of new millennium, the global competition has increase. This
pressured most of the company to improve their management to innovate and
apply new approach with their strategies and methods. This framework can be
used as a draft and guide for quality management system.
Kiosk is design on demand for retail and chain store, hotels, airport,
entertainment and public spaces. It allows customer to customize orders,
process the entire transaction without the need to interact with employee. The
purpose of Kiosk is basically to deliver convenience to the view and
perspective of customers to increased sales, speed up services and improved
customer experience. It was certified by ISO standards 9001/9002 under the
manufacturer of AIDC & POS system manufacturer FAMETECH INC. base in

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Taiwan.(TYSSO,2022)retrievedfrom
https://www.tysso.com.tw/en/page/company-profile.html.
Theoretical Framework
Figure 2 illustrates the relationship between the self-ordering system and to
customer satisfaction and how it influences the quality of a fast-food chain.
This has implications for the core elements which is the Customer satisfaction
because they serve as the benefits of this marketing approach and advance
technology. which can result in retaining the costumer, whereas the consumer
buying behavior subjective norms derive from the information that the
costumer receives and how convenient it is for them. Both parts culminate in
one thing: customer retention which explains how these links result in a more
comprehensive concept for the restaurant marketing platform.
The illustration also shows the relationship of having an effective Kiosk system
for customer retention and customer satisfaction by integrating the connection
of the aforementioned variables to the challenges and solutions that the study
is seeking base on the customers and employee’s response to the survey.

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Figure 2. Conceptual Paradigm of the Study

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Definition of Terms
Automated. When a certain operation is operated by largely automatic
equipment for example is the machine that use system to function without the
use of human interactions.
Digitalized. Adapt to be operated and use of computers and the wireless
connections. It is also incorporating the digital transformation of different
channels that make the best interest to the consumer.
Fast Food. is a chain of restaurant that intended to serve food to customers
quickly It is also a commercial term limited to food sold in a restaurant or
store with frozen, preheated or precooked ingredients and served in packaging
for take-out/take-away.
Kiosk. a small structure in a fast-food restaurant used for placing orders. Kiosk
is also a type of Self-service technology that allows the user to navigate on
their own free will.
Millennial. a person reaching young adulthood in the early 21st century,
younger generations are very inclined to the use of new technology. Can also
be called as Gen Y who were born roughly between the early 1980s and the
mid-1990s to early 2000s.

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Sophisticated. having revealing, or proceeding from a great deal of worldly
experience and used advance technology and deal with what is trending.
Menu Design. in self-ordering kiosk systems plays a crucial role in ensuring a
seamless and user-friendly experience for customers. It is composed of visual
representation, organization in the interface and clear description.
Order Accuracy. a critical aspect of self-ordering kiosk systems. Ensuring that
customers' orders are correctly captured and processed is essential for
customer satisfaction and operational efficiency that includes visual
confirmation during ordering process and customization options allowing
customers to customize their order on their own will.
Convenience. A key advantages of self-ordering kiosk systems giving the
customer a freedom to navigate and alter the ordering process in their on
phase and reducing the waiting times by quickly navigating the customization
and navigate through the menu.
Cashless Payment. A common feature in self-ordering kiosks, providing
convenience and flexibility for customers the availability of digital payments
options enhances conveniency and speed up the ordering process.
Reliability. a crucial aspect of self-ordering kiosks, as customers rely on these
systems to place their orders accurately and efficiently. User-friendly is one of
the aspects that the customer is looking for in navigating the self-ordering
kiosk.

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Chapter 3
RESEARCH DESIGN AND METHODOLOGY
This chapter includes discussions on the research design the
respondent’s research instruments data gathering procedure and statistical
treatment of data that will help to have a better insight and understanding on
the Impact of Self- Ordering Kiosk to Customer satisfaction and its impact to
quality service.
Research Design
The researcher collected data using the probability sampling that
involves selecting a sample from a larger population in a way that each
member of the population will be involved and Descriptive Research method
that aims to describe and explain the characteristics, behaviors, and
phenomena of a particular subject or population. It involves observing,
documenting, and analyzing data without intervening or manipulating
variables. This study is a quantitative approach for data gathering to identify
the impact of advance technology on delivering quality service to customer

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satisfaction. These samples will be drawn from the available populations for
the researcher's reach and convenience. This will be accomplished by
selecting random subjects who have used self-ordering kiosk machine at a
restaurant that gives customer satisfaction. Collecting them reviews through
online survey questionnaires that serve as a basis to collect the data. in order
to analyses the consumer feedback the data used distribution frequency table
for accurate results.
Respondents of the Study
A total of 152 respondents participated in the study mostly the general
population and respondent of this study were the customers who used self-
ordering kiosk in quick service restaurant in Quezon, Valenzuela and
Caloocan City. The survey questionnaire will be randomly distributed to every
costumer who try to use this kiosk system.
Respondents
Table 1 displays the profile of the respondents according to age, type
of respondents, gender and residency.
Table 1. Profile of the Respondents According to Age, Type of
Respondents, Gender and Residence
Table 1. Profile of the Respondents According to Age, Type of

Respondents, Gender and Residence

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Profile f %
Age
46 and above years’ old 4 2.63
36 – 45 5 3.29
26 – 35 18 11.84
18 – 25 125 82.24
TOTAL 152 100
Type of Respondents
Restaurant Staff/Employee 11 7.24
Customer 141 92.76
TOTAL 152 100.0
Gender
Male 60 39.47
Female 92 60.53
TOTAL 152 100.00
Residence
Caloocan 49 32.24
Quezon City 95 62.50
Valenzuela 8 5.26
TOTAL 152 100.00
Majority of the respondents (125 or 82.24 percent) are 18 to 25 years
of age and 18 or 12% aged 26-35 or 5 or 3% belonged to 36-45 age group and
2% belong to the 46 years old and above group (141 or 92.76 percent). 92 or
60.53 percent are females while 60 or 39.47 percent are males. Residents
from Quezon City are the most numbered (95 or 62.50 percent) in the
distribution followed by 49 or 32.24 percent residents of Caloocan City. There
are few (8 or 5.26 percent) residents from Valenzuela City.
Sampling Technique
The researcher used Probability sampling technique in which every
individual in a population has a known, non-zero chance of being selected for

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the sample. It ensures that each member of the population has an equal or
known probability of being included, allowing for the generalization of the
sample results to the entire population.
Research Instrument
The researcher gathered data using a survey questionnaire form in
assessing the customer feedback regarding their experience by using self-
ordering kiosk. These include analysis for demographic profile, descriptive
statistic, factor analysis and reliability analysis to measure the consistency,
reliability of data collected to determine the assessment of the areas; menu
design, order accuracy, convenience, cashless payment, and reliability
towards customer satisfaction.
This study employed a self-structured survey questionnaire. Before
distributing the questionnaire, the researcher performs a validation. The
survey questionnaire has four parts established the respondent’s profile in
terms of age, types of respondents, gender and residency; second part
assessed the self-ordering kiosk service system towards customer
satisfactions; third part determined the challenges encountered by the two (2)
group of respondents and fourth part assessed the proposed self-ordering
kiosk system. The questionnaire underwent validation with experts in this field

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from different organizations to get suggestions and recommendations for the
improvement of the instrument. The questionnaire was then revised, and
suggestions and recommendations were integrated in the final copy of the
questionnaire. 4-point Likert scale was used to determine and give verbal
interpretation to numerical data.
Data Gathering Procedure
After obtaining the final copy of the questionnaire, the researcher asked
permission from the selected respondents to conduct the survey prior to the
accomplishment of the questionnaire. The distribution of the survey
questionnaire was conducted on a face-to-face basis. The gathered data were
tallied, summarized, analyzed, and subjected to appropriate statistical
techniques to answer the specific problems of the study. The results of the
data analysis were presented in tables and questions, discussed, and made
as bases for arriving at the conclusions and recommendations for the study.
Statistical Treatment of Data
1. Percentage and Frequency Distribution. This descriptive statistical
tool was used to analyze the profile of the respondents
2. Weighted Mean and Descriptive Ratings. This descriptive statistical
tool was used to answer specific problem number 1 to analyze the
respondents’ assessment on the self-ordering kiosk service system in terms

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of menu design, order accuracy, convenience, cashless payment and
reliability. The researcher used a 4-point scaling technique as follows:
Numerical Rating Level Descriptive Rating

4 3.26 – 4.00 Strongly Agree (SA)
3 2.51 – 3.25 Agree (A)
2 1.76 – 2.50 Disagree (D)
1 1.00 – 1.75 Strongly Disagree (SD)
3. Mann-Whitney U Test. This inferential statistical tool was used to
answer specific problem number 2 to test the hypothesis of no significant
difference between the assessments of the two groups of respondents on the
self-ordering kiosk service system. The Mann-Whitney U Test is the only
inferential statistical tool which is appropriate to use because the level of
measurement from nominal rating was converted to a numerical rating but of
ordinal level by nature. Thus, the parametric t-test was not used since the
quantification is non-parametric from nominal to ordinal level data.
4. Ranking. This descriptive statistical tool was used to answer specific
problem number 3 to analyze the challenges encountered by the two groups
of respondents in the usage of kiosk system. And, to answer specific problem
number 4 to analyze the recommendation/solutions to address the challenges
encountered by the respondents.

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Chapter 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents, analyse and interprets the data gathered through
survey questionnaires. The data were analyzed and presented in statistical
tables according to the sequence of the challenges identified.
Respondents Assessment on the Application of Self-ordering Kiosk Service
system.
Table 2. Assessment of the Respondents on Self-Ordering Kiosk
Service System in Terms of Menu Design
Menu Design Indicators WMS/E DR WMC DR WMAVE DR

1. Menu design is easy to understand. 3.91 SA 3.40 SA 3.66 SA
2. Satisfied with the simplicity of Menu in self-
ordering kiosk. 3.54 SA 3.16 A 3.36 SA
3. The Menu in the self-ordering kiosk varied enough
to satisfy every preference. 3.55 SA 3.34 SA 3.45 SA
4. Satisfied in the interface of Menu in self-ordering
kiosk as compared to the counter top Menu. 3.45 SA 3.22 A 3.34 SA
5. The Menu on the self-ordering kiosk is more
organized than the Menu design displayed on the board
at the counter. 3.82 SA 3.20 A 3.51 SA
Average Weighted Mean 3.66 SA 3.26 SA 3.46 SA
WMS/E – Weighted Mean of Staff/Employee WMC – Weighted Mean Customers

SA – Strongly Agree (3.26-4.00) A- Agree (2.51-3.25)

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Table 2 presents the respondents’ assessment on the Application of
“self-ordering kiosk service system” in terms of menu design.
Both groups of respondents Strongly Agree and assigned their highest
weighted mean (WMS/E=3.91, WMC=3.40 and WMAVE=3.66) on the
indicator “Menu Design is easy to understand.” Similarly, both groups of
respondents “Strongly Agree” and assigned their second highest weighted
mean (WMS/E=3.55, WMC=3.34 with a general WMAVE=3.45) on the
indicator “the menu in the self-ordering kiosk varied enough to satisfy every
preference.” A lowest weighted mean of 3.45 and interpreted as “Strongly
Agree” was assigned by the staff/employee-respondents on the indicator
“Satisfied in the interface of menu in self-ordering kiosk as compared to the
counter top Menu” while the customer-respondents agree on the indicator
“satisfied with the simplicity of Menu in self-ordering kiosk” with a lowest
weighted mean of 3.16. Generally, both groups of respondents “Strongly
Agree” on the “menu design” of the self-ordering kiosk service system with an
assessed average weighted mean of 3.66 by the staff/employee-respondents
and 3.26 by the customer-respondents.
This finding supports the statement published by Ka Leong Chong
(2021) that a simple and easy to use kiosk menu design can have improved
the user experience and increase customer satisfaction. The study found that
the most effective kiosk menu designs were those that used clear and concise

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language, with easy-to-read fonts and colors. The menu should also be
logically organized, with similar items grouped together and clear headings
and subheadings. The study also recommended the use of animations and
interactive elements to help the customer feel more in control of their ordering
process which is also supported by the study of Revolution ordering: Self
ordering kiosk: Introducing the future of ordering that there are numerous
benefits of simplicity of design of self-ordering kiosk one of the benefits are
flexibility and increase in Sales.
Service System in Terms of Order Accuracy
Order Accuracy Indicators WMS/E DR WMC DR WMAVE DR

1. In using self-ordering kiosk, it is easy to customize
the order based on the customer preference.
3.18 A 3.33 SA 3.26 SA
2. It is much likely to minimize the error in ordering
using the self-ordering kiosk. 3.55 SA 3.21 SA 3.38 SA
3. Self-ordering kiosk accurately verified the
customer’s order. 3.73 SA 3.34 SA 3.54 SA
4. It was effortless to find the product information at
the self-service kiosk. 3.36 SA 3.13 A 3.25 A
5. Using the self-service kiosk improved product-
purchasing experience at the fast food restaurant.
3.55 SA 3.27 SA 3.41 SA
Average Weighted Mean 3.47 SA 3.26 SA 3.37 SA

Table 3 shows the respondents’ assessment on the Application of “self-
ordering kiosk service system” in terms of order accuracy.

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Both groups of respondents strongly agree and assigned their highest
weighted mean (WMS/E=3.73, WMC=3.34 and WMAVE=3.54) on the
indicator “self-ordering kiosk accurately verified the customer’s order.” The
employee/staff-respondents “Strongly Agree” to their assigned second highest
equal weighted mean of 3.55 on the indicators “it is much likely to minimize
the error in ordering using the self-ordering kiosk” and “In using the self-service
kiosk improved product-purchasing experience at the fast-food restaurant.”
The customer respondents also “Strongly Agree”to their assigned second
highest weighted mean of 3.33 on the indicator “In using self-ordering kiosk, it
is easy to customize the order based on the customer preference. ”A lowest
weighted mean of 3.18 and interpreted as “Agree” was assigned by the
staff/employee- Respondents on the indicator “in using self-ordering kiosk, it
is easy to customize the order based on the customer preference” while the
customer-respondents agree on the indicator “it was effortless to find the
product information at the self-service kiosk” with a lowest weighted mean of
3.13. Generally, both groups of respondents “Strongly Agree“on the “Order
accuracy” of the self-ordering kiosk service system with an assessed average
weighted mean of 3.47 by the staff/employee respondents and 3.26 by the
customer respondents.
Based on the result of the findings in terms of Assessment of the
respondents on Self-Ordering Kiosk service system in terms of Orders

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Accuracy the indicator Self ordering kiosk accurately verified the customer’s
order because Kiosk system allows the customer to customized their orders
according to (S.Park, 2020) found that the self-ordering kiosk were associated
with 45% reduction in order errors. International Journal of Contemporary
Hospitality Management found that self-ordering kiosks were associated with
a 20% reduction in order errors compared to traditional ordering methods. The
study also found that customers who used self-ordering kiosks were more
likely to customize their orders and were more satisfied with the speed and
convenience of the ordering process.
Service System in Terms of Convenience
Convenience Indicators WMS/E DR WMC DR WMAVE DR

1. Self-ordering kiosk gives control over the ordering
3.27 SA 3.23 A 3.25 A
preference.
2. Can easily manage to process the order in self-
ordering kiosk. 3.55 SA 3.35 SA 3.45 SA
3. Can proceed to check out the order with hassle-free
in self-ordering kiosk. 3.64 SA 3.32 SA 3.48 SA
4. The interface of self-ordering kiosk is user-friendly
across all ages. 3.09 A 2.89 A 2.99 A
5. Self-ordering kiosk is more effective and time
friendly in processing the orders. 3.55 SA 3.21 A 3.38 SA
Average Weighted Mean 3.42 SA 3.20 A 3.31 SA

Table 4 presents the respondents’ assessment on the Application of “self-
ordering kiosk service system” in terms of convenience.

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The staff/employee-respondents “Strongly Agree” to their assigned
highest weighted mean of 3.64 on the indicator “Can proceed to check out the
order with hassle-free in self-ordering kiosk” while the customer-respondents
also “Strongly Agree” to their assigned highest weighted mean of 3.35 on the
indicator “can easily manage to process order in self-ordering kiosk.” The
employee/staff-respondents strongly agree to their assigned second highest
equal weighted mean of 3.55 on the indicators “Can easily manage to process
the order in self-ordering kiosk” and “self-ordering kiosk is more effective and
time friendly in processing the orders” while the customer-respondents also
“Strongly Agree” to their assigned second highest weighted mean of 3.32 on
the indicator “Can proceed to check out the order with hassle-free in self-
ordering Kiosk.” Both groups of respondents agree and assigned their lowest
weighted mean (WMS/E=3.09, WMC=2.89 and WMAVE=2.99) on the “The
interface of self-ordering kiosk is user-friendly across all ages.” Generally, the
staff/employee-respondents “Strongly Agree” on “convenience” of the self-
ordering kiosk service system with an assessed average weighted mean of
3.42 while the customer-respondents agree on it with an average weighted
mean of 3.20.
Indicator 2 says Kiosk can easily manage to process the order in self-
ordering kiosk and Indicator 3 says that Kiosk can proceed to check out with
hassle-free supports the study of the (Soona et.al, 2021) That most of the

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restaurants are migrating into Self-service technology. Applying Quality
Function Deployment methodology. QFD is a method for developing the
design qualities through customers’ demands into design target that develop
by Yoji Akao. Applying quality function deployment to enhance the service
experience in a higher education institution" by (Lai, H. M., Law, R., & Lee, H.
2021) QFD is often called as a voice of the customers as it has been an ideal
product development based on the customer’s requirements. The employment
of the QFD method allows the unveiling of the multi-faceted interactions
between SST technical design characteristics, customer preferences, and the
perspectives of service providers in diverse settings. In this regard, the current
study utilizes the QFD method in an attempt to better understand SST
attributes and their relationship with design factors while on the other hand
indicator number 4 that interface of self-ordering kiosk is user-friendly across
all ages support the study of (A.Chan, 2020) found that users may struggle
with the navigation of self-service kiosk interfaces, particularly if they are not
familiar with the layout or terminology used. The study recommended that
kiosk interfaces be designed with a clear and simple layout, with intuitive icons
and labels that are easily recognizable.
Service System in Terms of cashless Payment
Cashless payment Indicators WMS/E DR WMC DR WMAVE DR

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1. The customers feel secured using their credit/debit

card in self-ordering kiosk. 3.27 SA 2.99 A 3.13 A
2. It is easy to proceed to card payment. 3.36 SA 3.11 A 3.24 A
3. It is recommended to pay in cashless scheme. 3.27 SA 3.01 A 3.14 A
4. The personal information of customers is safe
when using the self-ordering kiosk. 3.09 A 3.06 A 3.08 A
5. Cashless transaction is much likely to consume the
time of the customers. 3.09 A 3.04 A 3.07 A
Average Weighted Mean 3.22 A 3.04 A 3.13 A

Table 5 shows the respondents’ assessment on the application of self-ordering
kiosk service system in terms of cashless payment.
Both groups of respondents assigned their highest weighted mean
(WMS/E=3.36, WMC=3.11 and WMAVE=3.24) on the indicator “It is easy to
proceed to card payment.” The staff/employee-respondents “Strongly Agree”
while the customer-respondents “Agree” on this. The staff/employee-
respondents “Strongly Agree” and assigned their second highest equal
weighted mean of 3.27 on the indicators “The customers feel secured using
their credit/debit card in self-ordering kiosk” and “It is recommended to pay in
cashless scheme” while the customer-respondents “Agree” on their assigned
second highest weighted mean of 3.06 on the indicator “The personal
information of customers is safe when using the self-ordering kiosk.” A lowest
equal weighted mean of 3.09 and interpreted as “Agree” was assigned by the
staff/employee-respondents on the indicators “The personal information of
customers is safe when using the self-ordering kiosk” and “cashless

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transaction is much likely to consume the time of the customers” while the
customer-respondents also agree on the indicator “it is recommended to pay
in cashless scheme” with a lowest weighted mean of 3.01. Generally, both
groups of respondents “Agree” on “cashless payment” of the self-ordering
kiosk service system with an assessed average weighted mean of 3.22 by the
staff/employee-respondents and 3.04 by the customer-respondents.
According to the article written by (Shin and Lee, 2021) that easy
payment positively affects ease of use the next attribute to determine the ease
of use is navigability which refer to the overall design of information technology
when customers are searching for desired information. Another benefits of
non-contact payment scheme is to enhance customer experience at self-
ordering kiosk. Indicator 4 and 5 shows that most of the staff and employees
are aware and confident of the benefits of using cashless scheme in self-
ordering kiosk. 34% of customers said that contactless or mobile payment
accessibility is now essential during Covid-19 for their dining experiences in
the restaurant guide, and 33% of customers stated that pay at the table
technology is essential for their dining experiences. It is also reduce
transaction time as customers can complete their transaction using the self-
ordering kiosk. While contradicts in indicator 3 that it is recommended to pay
in cashless scheme because according to the study of (Smith,2019) he stated
that EMV (Europay,Mastercard and Visa) compliant mobile payment

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processing improves payment security and safeguard organization and
Individual against fraud threats. EMV is a regulated payment method that is
based on a smart card technical payment standard during the transaction; the
EMV compliant chip encrypts the user’s information.
A newly encrypted datagram is created for every piece of information
exchanged for all newly created data in this manner the data is exchange in
an encrypted process between the device and the POS terminal while the
Transferred encrypted data will be store in a local file server of the self-service
kiosk. This communication is established through wireless protocol that
enables the exchange of information between the payment reader and the
mobile device.
Service System in Terms of Reliability
Reliability Indicators WMS/E DR WMC DR WMAVE DR

1. Using the self-ordering kiosk improves the speed
of service. 3.64 SA 3.24 A 3.44 SA
2. Self-ordering kiosk is more efficient than human
workers. 3.18 A 2.79 A 2.99 A
3. Self-ordering kiosk improved the overall customer
experience. 3.54 SA 3.09 A 3.32 SA
4. Self-ordering kiosk can be used to improve the
overall process. 3.55 SA 3.22 A 3.39 SA
5. Self-ordering kiosk can build customer loyalty.
3.36 SA 3.04 A 3.20 A
Average Weighted Mean 3.46 SA 3.08 A 3.27 SA

Table 6 presents the respondents’ assessment on the Application of “self-

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ordering kiosk service system” in terms of reliability.
Both groups of respondents assigned their highest weighted mean
(WMS/E=3.64, WMC=3.24 and WMAVE=3.44) on the indicator “Using the self-
ordering kiosk improves the speed of service ”The staff/employee-respondents
“Strongly Agree” while the customer-respondents agree on this. Similarly,
both groups of respondents assigned their second highest weighted mean
(WMS/E=3.55, WMC=3.22 and WMAVE=3.39) on the indicator “Self-ordering
kiosk can be used to improve the overall process.” The staff/employee-
respondents “Strongly Agree”while the customer-respondents “Agree” on this
also. Both groups of respondents agree and assigned their lowest weighted
mean (WMS/E=3.18, WMC=2.79 and WMAVE=2.99) on the indicator “self-
ordering kiosk is more efficient than human workers.” Generally, the
staff/employee-respondents “Strongly Agree”on “reliability” of the self-ordering
kiosk service system with an assessed average weighted mean of 3.46 while
the customer-respondents “Agree” on it with an average weighted mean of
3.08.
The study of Ramos and Castro (2017) supports the findings of this
study that Kiosk can improve the speed of service Touchscreen POS such as
Self-service kiosk speed up ordering so that the customers can place their
orders easier and generate more sales. Order and payment at the table
technology allow customers to order and pay for their meals from their

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smartphone for convenience and security. It provides customers peace of
mind and helps increase table turn times, decrease labor costs, and better
understand the customer needs with valuable information (Mexen, 2015)
Another study conducted by the University of Illinois at Urbana-
Champaign found that self-ordering kiosks can also help to reduce wait times
for customers. The study found that customers who used self-ordering kiosks
had shorter wait times than those who ordered from a staff member, with an
average wait time reduction of 16 seconds.
Additionally, a study conducted by Tillster ( https://www.tillster.com/self-
service-kiosk) found that self-ordering kiosks can also increase order
accuracy and efficiency. The study found that using a self-ordering kiosk led
to a 20% increase in average order value and a 15% increase in overall order
volume.
The findings in indicator 2 that kiosk is more efficient than human
workers support the study conducted by the University of Cambridge found
that self-ordering kiosks can be less efficient than human workers when it
comes to handling complex orders or providing personalized
recommendations. In the study, participants were more satisfied with the
service provided by human workers when they needed help with making a
decision or placing a customized order. Taufik, 2020)

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Table 7. Summary Table of the Respondents’ Assessment on Self-
Ordering Kiosk Service System
Self-Ordering Kiosk Service System AWMS/E DR AWMC DR AWMAVE DR

1. Menu Design 3.66 SA 3.26 SA 3.46 SA
2. Order Accuracy 3.47 SA 3.26 SA 3.37 SA
3. Convenience 3.42 SA 3.20 A 3.31 SA
4. Cashless Payment 3.22 A 3.04 A 3.13 A
5. Reliability 3.46 SA 3.08 A 3.27 SA
Overall Average Weighted Mean 3.45 SA 3.17 A 3.31 SA

Table 7 presents a summary table of the respondents’ assessment on the
Application of “self-ordering kiosk service system” in terms of reliability.
Both groups of respondents “Strongly Agree” and assigned their highest
average weighted mean on “Menu design” (WMS/E=3.66, WMC=3.26 and
WMAVE=3.46). Both groups of respondents also “Strongly Agree” to “Order
accuracy” with second to highest average weighted mean (WMS/E=3.47,
WMC=3.26 and WMAVE=3.37) on “Order accuracy.” The staff/employee-
respondents “Strongly Agree” on “reliability” and “convenience” with average
weighted means of 3.46 and 3.42 respectively while the customer-respondents
agree with average weighted means of 3.08 and 3.20 respectively. Generally,
the staff/employee-respondents “Strongly Agree” on self-ordering kiosk
service system with an overall average weighted mean of 3.45 while the
customer-respondents agree with an overall average weighted mean of 3.17.
Both groups of respondents assigned their lowest weighted mean

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(WMS/E=3.22, WMC=3.04 and WMAVE=3.13) on “Cashless payment.”
Generally, the staff/employee- respondents strongly agree on “self-ordering
kiosk service system” with an assessed overall average weighted mean of 3.45
while the customer-respondents agree on it with an overall average weighted
mean of 3.17.
The study of (Ravenel et.al (2017) revealed that A thoughtfully designed kiosk
would help restaurants increase the average check size and order volume and
shorten queues while assisting the team at the restaurant avoid personnel.
The previous study related to age and SOKs technology shows a
negative correlation between age and preference for self-service, with
declining percentages as the age rises. Designs elements impact service
quality for both customers and service providers perspective in fact according
to Akao QFD is a method for developing designs qualities through translating
customer’s demands into design targets. QFD identifies customers’ needs and
wants while converting them into a particular product or service design in order
to meet those requirements.
In doing so, service providers can prioritize the top design traits that
best align customer needs and company goals. Therefore, QFD is often called
as a “voice” of the customer,” as it has been an ideal product development
methodology based on the analysis of customers’ requirements.
Table 8. Summary of Results of Hypothesis Testing on the

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Significant Difference in the Assessment of the Two Groups
of Respondents on the Self-Ordering Kiosk Service System
Self-Ordering Kiosk Service P-value Z-score Interpretation on

U-Statistic the Difference
System (≤ 0.05) ( ≥ ±1.96)
1. Menu Design 0 0.01208 2.50672 SIGNIFICANT
2. Order Accuracy 4 0.09492 1.67115 Not Significant
3. Convenience 6 0.21130 1.25336 Not Significant
4. Cashless Payment 2 0.03662 2.08893 SIGNIFICANT
5. Reliability 2 0.03662 2.08893 SIGNIFICANT
Table 8 reveals the result of hypothesis testing on the significant difference in
the assessment of the two groups of respondents on the self-ordering kiosk
service system.
There is no significant difference on the assessments of the two groups
of respondents in terms of “Order accuracy” and “Convenience.” Though there
are differences in the average weighted means between the two groups of
respondents, the difference is not significant which means that both groups
have the same or equal assessments. However primarily, there is a significant
difference on “Menu design” with P-value=0.01208 less than 0.05 alpha level
and z-score=2.50672 greater than z-critical of 1.96 which implies that the
difference between the average weighted means WMS/E=3.66 and
WMC=3.26 is statistically significant that the assessment of the

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staff/employee-respondents is obviously higher than those of the customer-
respondents. Secondly, there is a significant difference on “Cashless
payment” with P-value=0.03662 less than 0.05 alpha level and z-
score=2.08893 greater than z-critical of 1.96 which implies that the difference
between the average weighted means WMS/E=3.22 and WMC=3.04 is
statistically significant that the assessment of the staff/employee-respondents
is obviously higher than those of the customer-respondents. Lastly, there is a
significant difference on “Reliability” with P-value=0.03662 less than 0.05
alpha level and z-score=2.08893 greater than z-critical of 1.96 which implies
that the difference between the average weighted means WMS/E=3.46 and
WMC=3.08 is statistically significant that the assessment of the
respondents.
Challenges encountered by the respondents in the usage of self-
ordering kiosk Service system.
Table 9. Challenges Encountered by the Respondents in the Usage of
Self-Ordering Kiosk Service System
Challenges Encountered f Rank

1. Positioning of Self-ordering kiosk took up a lot of
space. 57 9
2. Limited knowledge in using self-ordering kiosk. 104 3
3. Self-ordering kiosk is confusing. 81 5
4. Installed machines are limited to selected stores
only. 109 1
5. Screen stops responding due to repeated contact.

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79 6
6. Lack of tech-savvy employees available to assist
when issues arise. 106 2
7. Incorrect programming leading to purchasing the
wrong item. 101 4
8. A certain product is available but not reflected in
the kiosk. 69 8
9. Slow internet speed leading to the terminal for
cashless payment to not work properly. 71 7
10. Software issues may lead to certain features
becoming unavailable. 53 10
Table 9 exposes the challenges encountered by the respondents from the
usage of kiosk system in selected food chain restaurants.
The top three challenges encountered by the two groups of
respondents are: Ranked 1st is the problem “Installed machines are limited to
selected stores only” with a frequency of 109. Ranked 2nd is the problem
“Lack of tech-savvy employees available to assist when issues arise” with a
frequency of 106 and ranked 3rd is the problem “Limited knowledge in using
self-ordering kiosk” with a frequency of 104. The other challenges
encountered by the two groups of respondents in order are “Incorrect
programming leading to purchasing the wrong item” (f=101, ranked 4th); “Self-
ordering kiosk is confusing” (f=81, ranked 5th); “screen stops responding due
to repeated contact” (f=79 ranked 6th); “slow internet speed leading to the
terminal for cashless payment not to work properly” (f=71, ranked 7th); “a
certain product is available but not reflected in the kiosk” (f=69, ranked 8th);
“Positioning of self- ordering kiosk took up a lot of space” (f=57, ranked 9th)

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and “Software issues may lead to certain features becoming unavailable”
(f=53, ranked 10th or last).
Understanding consumer behavior is relevant to this study to adapt to
self-service for better delivery of service because it is mainly focus on
customer satisfaction through user’s experience. There are factor that need
to be consider such as "The Effect of Employee Training on the Use of Self-
Ordering Kiosks in the Quick Service Restaurant Industry" is a research paper
published in the Journal of Foodservice Business Research (Yating Li and
Jingxian Chen 2019), and it investigates the impact of employee training on
the use of self-ordering kiosks in the quick service restaurant industry.
The study was conducted through a survey of 283 employees from
quick service restaurants in China, and it aimed to answer the following
research questions: What is the effect of employee training on the use of self-
ordering kiosks in quick service restaurants? What is the impact of employee
perceptions of self-ordering kiosks on their use? The results of the study
showed that employee training had a positive effect on the use of self-ordering
kiosks in quick service restaurants. Specifically, the study found out that
employees who received training on the use of the kiosks were more likely to
use them in their daily work. The study also found that employees who had
positive perceptions of the kiosks were more likely to use them. The authors
of the study suggest that employee training is an important factor in the

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successful implementation of self-ordering kiosks in quick service restaurants.
They recommend that restaurant managers provide comprehensive training to
employees on the use of the kiosks, including both technical and operational
aspects. This, they argue, can help to improve employee confidence in using
the kiosks, which in turn can lead to increased customer satisfaction and
profitability for the restaurant and the study of Jamie Carlson and Ann Mooney
(2020) which discuss the impact of customers and employee perceptions on
the Use of Self-Ordering Kiosk in Fast Food Restaurant The results of the
study showed that customers and employees had different perceptions of self-
ordering kiosks. While customers generally had positive perceptions of the
kiosks, employees had mixed perceptions.
Table 10. Recommendations/Suggestions of the Respondents to
Attain Customers’ Satisfaction on Self-Ordering Kiosk
Service System
Solutions to challenges Encountered F Rank

1. The machine should be placed in proper position to
maximize the space. 59 9
2. The store should place easy instructions on how to
navigate the machine. 107 3
3. Self-ordering machine should have different
language to select from the options. 83 5
4. Machine should be available in all stores. 111 1
5. Machine should be sanitized and clean from time to
time. 80 6
6. Employees and staff should have the proper training
to give assistance. 108 2

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7. Programming should be regularly checked and

monitored. 100 4
8. Ensure that all products that display in the machine
are available. 68 8
9. Install high-speed internet service to obtain smooth

transaction using cashless scheme. 73 7
10. Schedule a regular check up to ensure that software
is updated and working. 54 10
Table 10 presents the solutions formulated base on the findings of self-
ordering kiosk of selected food chain restaurants
The top three recommendations/suggestions of the respondents to
address the challenges encountered by the two groups of respondents and to
attain customer’s satisfaction on self-ordering kiosk service system are:
Ranked 1st is “Machine should be available in all stores” with a frequency of
111. Ranked 2nd is “employees and staff should have the proper training to
give assistance” with a frequency of 108 and ranked 3rd is “The store should
place instructions on how to navigate the machine” with a frequency of 107.
Base on the Top 1 problem encountered by the customer which is
“Installed machines are limited to selected stores only” and the Top 1
recommended solutions by the respondents the researcher came into
conclusion to formulate a new approach in the system that will ease the lack
of installed machines in different food chain restaurants. According to Tillster
(2020) noted that over 65% of its customers would be more likely to go to a
restaurant providing self-service kiosks for easy and fast orders. This proves

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that restaurants could benefit from opportunities provided with increased
choice-making capabilities offered by kiosks (Neiman, 2019). During the
service delivery process, SOKs will reduce contact between customers and
employees, challenging establishing connections between customer and
employee, up-selling opportunities, and branding (Ying, 2016). Besides, SOKs
can be seen as restricting customer contacts and reducing service quality.
Service providers will also have to adjust their customer relationship
techniques and adapt them to the machine-customer encounter.

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Chapter 5
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS.
This chapter of the study states in concise form the findings based on the
analysis and interpretation of the data gathered from the research instruments
used.
The overview is also presented in this chapter in the form of conclusion and
recommendation.
Summary of Findings
1. Respondents’ Assessment on the Self-Ordering Kiosk Service
System in Selected Food Chain Restaurants.
1.1 Menu Design. Both of the group of respondents were “Strongly Agreed”
that “Menu design” is easy to understand followed by the indicator the “The
menu in the self-ordering kiosk varied enough to satisfy every preference”. A
lowest weighted mean of 3.45 and interpreted as “Strongly Agreed” was
assigned by the staff/employee-respondents on the indicator “Satisfied in the
interface of Menu in self-ordering kiosk as compared to the counter top menu”

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while the customer-respondents “Agree” on the indicator “Satisfied with the
simplicity of menu in self-ordering kiosk” with a lowest weighted mean of 3.16.
Generally, both groups of respondents strongly agree on the “Menu design” of
the self-ordering kiosk service system with an assessed average weighted
mean of 3.66 by the staff/employee-respondents and 3.26 by the customer-
respondents.
1.2 Order Accuracy. Both groups of respondents “Strongly Agreed” that the
indicator “Self-ordering kiosk accurately verified the customer’s order” while
the employee/staff were “Strongly Agreed” that “It is much likely to minimize
the error in ordering using the self-ordering kiosk” and “Using the self-service
kiosk improved product-purchasing experience at the fast-food restaurant on
the other hand the customers “Strongly Agreed” that in “Using self-ordering
kiosk”, it is easy to customize the order based on the customer preference.
The indicators that get the lowest assessment by the employee/staff and
customers are in using self-ordering kiosk, it is easy to customize the order
based on the customer preference and it was effortless to find the product
information at the self-service kiosk, however both group of respondents were
“Strongly Agreed” on the order accuracy of the self-ordering service system
with an assessed average weighted mean of 3.47 by the staff/employee
respondents and 3.26 by the customer respondents.

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1.3. Convenience. The indicator “Can proceed to check out the order with
hassle-free in self-ordering kiosk” assessed by the employee/staff obtain the
“Strongly Agreed” with an average of 3.64 rating. While based on the
assessment of the customers the indicator “Can easily manage to process
order in self-ordering kiosk.” gets the “Strongly Agreed” with an average rating
of 3.35. On the other hand, both of group of respondents “Agree” and assigned
their lowest assessment on the indicator the interface of self-ordering kiosk is
user-friendly across all ages.”. Generally, the staff/employee-respondents
“Strongly Agreed” on “Convenience” of the self-ordering kiosk service system
with an assessed average weighted mean of 3.42 while the customer-
respondents “Agree” on it with an average weighted mean of 3.20.
1.4 Cashless Payment. Both groups of respondents were “Strongly Agreed”
on the indicator “It is easy to proceed to card payment.” While The
staff/employee-respondents “Strongly Agree” and assigned their second
highest equal weighted mean of 3.27 on the indicators “The customers feel
secured using their credit/debit card in self-ordering kiosk” and “It is
recommended to pay in cashless scheme” the lowest assessment made by
the employee/staff was assigned to indicators “The personal information of
customers is safe when using the self-ordering kiosk” and “Cashless
transaction is much likely to consume the time of the customers” Generally,
both groups of respondents agree on “cashless payment” of the self-ordering

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kiosk service system with an assessed average weighted mean of 3.22 by the
staff/employee-respondents and 3.04 by the customer-respondents.
1.5 Reliability. Most of the indicators that gets highest approval by both group
of respondents are “Using the self-ordering kiosk improves the speed of
service” The staff/employee-respondents “Strongly Agree” while the customer-
respondents “Agree” on this. Both groups of respondents “Agree” on the
indicator “self-ordering kiosk is more efficient than human workers.” Generally,
the staff/employee-respondents Strongly Agree “on “Reliability” of the Self-
ordering kiosk service system with an assessed average weighted mean of
3.46 while the customer-respondents agree on it with an average weighted
mean of 3.08.
2. Summary of Respondents’ Assessment on Self-Ordering. Both groups
of respondents Strongly Agree” and assigned their highest average weighted
mean on “Menu design” (WMS/E=3.66, WMC=3.26 and WMAVE=3.46). Both
groups of respondents also Strongly Agree”to “Order accuracy” with second to
highest average weighted mean (WMS/E=3.47, WMC=3.26 and
WMAVE=3.37) on “Order accuracy.” The staff/employee-respondents
Strongly Agree” on “Reliability” and “Convenience” with average weighted
means of 3.46 and 3.42 respectively while the customer-respondents “Agree”

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with average weighted means of 3.08 and 3.20 respectively. Generally, the
staff/employee-respondents Strongly Agree” on self-ordering kiosk service
system with an overall average weighted mean
of 3.45 while the customer-respondents “Agree” with an overall average
weighted mean of 3.17.
3. Significant Difference in the Assessment of the Two (2) Group of
Respondents on the Self-Ordering Kiosk Service System
The computed value as to “Menu Design” (0.01208) and “Order
Accuracy” (0.09492) is less than the 0.05 alpha level and z-score =2.50672
greater than z-critical of 1.96 which implies that the difference between the
average weighted means is statistically significant that the assessment of the
respondents, Tough there are differences in the average weighted means
between the two groups of respondents, the difference is not significant which
means that both groups have the same or equal assessments. there is a
significant difference on “Cashless Payment” with P-value=0.03662 less than
0.05 alpha level and z-score=2.08893 greater than z-critical of 1.96 which
implies that the difference between the average weighted means WMS/E=3.22
and WMC=3.04 is statistically significant that the assessment of the
respondents. Lastly, there is a significant difference on “Reliability” with P-

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value=0.03662 less than 0.05 alpha level and z-score=2.08893 greater than
z-critical of 1.96 which implies that the difference between the average
weighted means WMS/E=3.46 and WMC=3.08 is statistically significant that
the assessment of the staff/employee-respondents is obviously higher than
those of the customer-respondents.
4. Challenges Encountered by the Two Groups of Respondents on the
Self-Ordering Kiosk Service System in Selected Food Chain Restaurants.
According to the two groups of respondents the top 3 main challenges
they encountered are “installed machines are limited to selected stores only”
with a frequency of 109 in Rank 1st. followed by Ranked 2nd is the problem
“lack of tech-savvy employees available to assist when issues arise” with a
frequency of 106 and ranked 3rd is the problem “Limited knowledge in using
self-ordering kiosk” with a frequency of 104. That’s why understanding
consumer behaviour is relevant to this study to adapt to self-service for better
delivery of service because it is mainly focus on customer satisfaction through
user’s experience. There are several factors that needs to be consider such
as employees training and understanding the employees and customers
perception in terms of usage of Self-ordering kiosk. On the other hand, in terms
of limited number of machines installed can be addressed by installing at-least
one machine per store by that, this will solve the issue with regards to the top
problem encountered by both of the respondents.

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Conclusions
Based on the research and both group of respondent’s
assessment, It can be concluded the self-ordering kiosk have positive impact
on the customer satisfaction in many cases but also deals with different
challenges based on the problem encountered by the respondents. Moreover,
Self-ordering kiosk often offer more customizations options for them to be
more convenient in any way to the customers and employee/staff. This is much
beneficial to the business entity that can lead to the success of the organization
as well as the ease for the customers especially that we are dealing with
technological advancement where everyone is more incline to adept changes
in traditional way of purchasing and communication. Nevertheless, it is
relevant to take note that not all customers may prefer self-ordering kiosks,
particularly those who are less tech-savvy or who prefer the traditional way of
interaction of ordering from human employee. Furthermore, problems such as
technical glitches or difficult to use interfaces can potentially lower customer
satisfactions with self-ordering kiosk and many other more issues listed in this
study.
Based on the significant findings of the study, the researcher concluded
the following:
1. Menu Design. The simplicity of interface of menu design affects the
overall perceptions of both the respondents. A well-designed menu should be

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easy to understand, navigate and diverse across all ages that allow customers
to find quickly what they are looking for. If a menu is cluttered and complicated
it can overwhelm customers and make it difficult for them to use the kiosk
system this can lead to frustration and a negative experience which may also
discourage customers from using the self-ordering kiosk or worst from
returning to the restaurant. In additional note a simple menu can also convey
a sense of professionalism and confidence in the restaurant’s offerings. This
can help build loyalty and trust among customers to make them feel to
returning to the restaurant that provide positive user experience.
2. Order Accuracy. From the customer’s perspective it was not easy for
them to find the information at the self-ordering kiosk which can affect the
customer experience that can lead to decrease to profit that is why providing
a clear and concise language along with proper visual representation like icons
and images to guide customers through the process of ordering is needed.
The design of self-ordering kiosk should also be in a logical flow so customers
can move from one step to the next without frustration and confusion.
3. Convenience. Most of the problem encountered by the two group of
respondents in terms of convenience is that they are not fully aware of the
functions of self-ordering kiosk that is why customer still prefer to interact with
human employee where they find it easier for them to customized with hassle
free their orders and they find it more time friendly when interacting with

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employee. Technical difficulties such as crashing and freezing is one of the
common technical glitches of self-ordering kiosk. Another issue of self-
ordering kiosk is the language barrier where customers who do not speak or
understand the language in which the kiosk is programmed may find it difficult
to place their orders. Providing clear and simple instruction are ways to solve
the problems moreover regular maintenance and system update may also
ensure that the kiosk is functioning properly.
4. Cashless Payment. Based on the assessment of the customers and
employee/staff they find it difficult and they show less confidence in using
cashless payment through self-ordering kiosk. Both of the two group of
respondents is hesitant of using this feature due to concerns about security
and the potential incidence for fraud. Furthermore, accessibility is another
issue of self-ordering kiosk such as slow internet speed of the terminal located
in the self-
ordering kiosk machines and some customers may not be accessible who do
not have access to credit or debit card to address this issue, restaurant may
have opted to include QR code from online payment scheme such as online
banking and other online payment method.
5. Reliability. Both of the two group of respondents find it unreliable for them
to use the self-ordering kiosk otherwise it is properly designed, maintained and
serviced. However, just like any technology self-ordering kiosk it may

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experience occasionally glitches or malfunctions that can affect the reliability
and later on affect the customer experience. Technical support personnel must
be available at all times to help troubleshoot in case any of these problems
arise to show that the store is ready and equipped with competent personnel
to address the issues.
6. Significant difference. Based on the assessment on all the aforementioned
variables in the study, it shows that the menu design, cashless payment and
reliability are the main concern of the group of respondents. This implies that
self-ordering kiosk needs to undergo redesigning, additional security features
and details that is easy to navigate, understand and read.
7. Challenges Encountered. The challenges such as limited number of
installed machines, lack of tech savvy employees available to assist when
issue arise and limited knowledge in using of self-ordering kiosk are the top
listed problem of customers and employee/staff. This also implies that food
chain restaurants should Focus on solving these issues to deliver quality
customers experience because this show that the effectivity of self-ordering
kiosk is not fully utilized by both of the respondents.
Recommendation
Based on the significant findings and conclusions of the study, the researcher
suggests the following solutions to address the issues.
1. Menu Design. It is recommended to make the interface simpler in a way

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that the customers and employee/staff can easily navigate and understand
with clear instructions and minimal steps required to place an order to avoid
confusions and save time regardless of the knowledge of the users. The kiosk
should be appealing visually and reflect the brand style and aesthetic by using
high quality images of menu items and consider using simple animations or
other design elements to draw attention and create a memorable experience
from the users. The self-ordering kiosk should offer more customization
options such as giving more control over their orders such as selecting to add
and remove ingredients from their orders to help customers make their
choices. This can be done by making the self-ordering kiosk as mobile friendly
interface so that the customers can easily use the kiosk as simple as they use
their smartphones to order, pay and interact with kiosk.
2. Order Accuracy. Providing clear menu descriptions can help the customers
prevent from selecting the wrong item by mistakes this can help too the staff
who will process their orders. Providing order summaries in a sense of simple
list can be a help to customers to double check their orders to avoid mistakes
and ensure that their order is complete and correct. Conducting quality control
should be conducted by the restaurant staff on orders to ensure that they are
accurate before they are served to the customers by implementing these
recommendations, restaurant can help ensure the orders are accurate and
lessen the errors that can contribute to overall customer experience.

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3. Convenience. One way to achieve this is by using a clear and concise
language, along with high quality visual representations to guide the customer
through the ordering process. Offering assistance: It can be helpful to have
staff members available to assist customers who may have questions or need
help navigating the kiosk. Using large and clear fonts: The kiosk interface
should use large and clear fonts that are easy to read for all age groups.
Incorporating voice commands: Some kiosks can incorporate voice
commands, which can be helpful for older customers who may find typing on
a screen challenging.
5. Cashless Payment. Restaurant can take steps to make their cashless
payment system as user friendly and secure as possible This may include
regular maintenance and updates to ensure that their system and programs
are functioning properly, providing a variety of payment options, including both
cashless and cash based options to accommodate different customer
preferences and most especially providing assistance to customers who may
be unfamiliar with cashless payment method by having a staff member
available to answer questions from the customers.
7. Reliability. This is a key factor in ensuring the delivery of quality service
towards customer experience. Investing in High quality machines that can
handle heavy usage and demand with less supervision and assistance from

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human employee. Testing the machines regularly can help the machine to
work properly and working efficiently.
8. Challenges Encountered. It is recommended to assess and proposed a
new way of implementation of self-ordering kiosk to improve the delivery of
service towards customer over all experience. Restaurant should also
considers having multiple kiosk available in the store to mitigate the impact of
any downtime or malfunctions. Dealing with additional security features is
another way of step up to solved the challenges encountered by the customers
to add confidence to complete their transactions using the self-ordering kiosk.
Upgrading and installing high speed internet can ease the problem with
regards to kiosk system update. Regular maintenance is also another way to
avoid technical glitches and difficulties this can include software updates,
cleaning and checking the physical attributes of the machines. Another factor
is the employee training which can contribute to the delivery of service.
Other Recommendations
1. Self-ordering kiosk program their system where the payment process
should be quick and easy with multiple payment options available.
2. Considering that many people are now using e-wallet and integrating
the mobile payment solutions like Gcash, Paymaya and
other online wallet payment scheme.

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3. Optimizing the Kiosk Location inside the store is another factor that the
food chain restaurants should consider such as placing the kiosk in a visible
and easy accessible location preferably near the counter area and adding
signage or promotional materials such as guidelines on how to use the kiosk
to draw customer attention to the kiosk.
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APPENDIX A
SURVEY QUESTIONNAIRE
March 2023
Dear Respondents,
Greetings!
The undersigned is currently conducting a study leading to his master’s degree

In Business Administration at the University of Caloocan City.
In this regard, you are humbly requested to answer all the items and questions
As completely and as honestly as possible to this study titled,
“SELF-ORDERING KIOSK SERVICE SYSTEM IN SELECTED FOOD
CHAIN RESTAURANTS TOWARDS CUSTOMER SATISFACTION”. Rest
assured that the data gathered will be restored and treated with utmost
confidentiality.
Your support and cooperation are highly appreciated.
Thank you and God bless!
Sincerely yours,
MR. ROY ALLAN P. NOBLE
Researcher

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General Instruction: Put a check mark ( ) or slash (/ ) on the space provided
on the left of the choices which corresponds to your answer.
Part I. Profile of the Individual Respondents. Direction: Kindly respond to the
following questions by putting a check mark ( ) or slash ( / ) opposite each
column that corresponds to your answer.
Name: (Optional)
1.1. Age:
46 years old and above
36 years old – 45 years’ old
1.2. Types of Respondents:
Restaurant Staff/Employee
Customer
1.3. Gender:
Male
Female
1.4 Residence
Quezon City Valenzuela City Caloocan

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Part II. Respondent’s Assessment of Kiosk Service Delivery System Towards
Customer Satisfactions.
Directions: Kindly note the descriptive scale of the assessment of Kiosk
Service Delivery System Towards Customer Satisfactions using a Four-point
scale. The numbered columns have the following specifications:
Options Verbal Interpretations Descriptions
4 Strongly Agree SA
3 Agree A
2 Disagree D
1 Strongly Disagree SD
(1) Assessment of Kiosk Strongly Agree Disagree Strongly

system in terms of Agree (A) (D) Disagree
Menu Design (SA) (SD)
Menu icons arrangements, amount

per serving, visual representation
of meal.
1.1 Menu design is easy to
understand.
1.2 Satisfied with the simplicity of
menu in self-ordering kiosk.

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1.3 The menu in the self-ordering

kiosk varied enough to satisfy
every preference.
1.4 Satisfied in the interface of
menu in self-ordering kiosk
compare to the counter top menu.
1.5 The menu on the self-ordering

kiosk is more organized than the
Menu design displayed on the
board at the counter.
(2) Assessment of Kiosk Strongly Agree Disagree Strongly

system in terms of Order Agree (A) (D) Disagree
Accuracy (SA) (SD)
2.1 In using self-ordering kiosk
it is easy to customize the order
based on the customer
preference.
2.2 It is much likely to minimize
the error in ordering in using
self-ordering kiosk
2.3. Self-ordering kiosk
accurately verified the
customer's order.
2.4. It was effortless to find the
product information at the self-
service kiosk.
2.5. Using the self-service kiosk
improved my product
purchasing experience at the
fast food restaurant.

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(3) Assessment of Strongly Agree Disagree Strongly

Kiosk system in Agree (A) (D) Disagree
terms of (SA) (SD)
Convenience
User-friendly, simple
to navigate.
3.1.Self-ordering
kiosk give me control
over the ordering
preference
3.2. Can easily
manage to process
my order in self-
ordering kiosk.
3.3. can proceed to
check out my order
with no hassle in self-
ordering kiosk.
3.4. The interface of
self-ordering kiosk is
user friendly across
all ages.
3.5. Self-ordering
kiosk is more
effective and time
friendly in processing
the orders.
(4) Assessment of Strongly Agree Disagree Strongly

terms of Cashless (SA) (SD)
Payment
Safety and security of
personal
information’s, free
from fraudulent
activity.

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4.1 The customers

feel secure using their
credit/debit card in
self-ordering kiosk.
4.2 It is easy to
proceed to card
payment.
4.3 It is recommended
to pay in cashless
scheme.
4.4 The personal
information of
customers is safe when
using the self-ordering
kiosk.
4.5 Cashless transaction
is much likely to
consume the time of the
customers.
5) Assessment of Strongly Agree Disagree Strongly

terms of (SA) (SD)
Reliability.
Improved of
service in terms of
speed, improved
customer
experience.
5.1 Using the self-
ordering kiosk
improves the
speed of service.

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5.2 Self-ordering kiosk is

more efficient than human
workers.
5.3 Self-ordering kiosk
improved the overall
customer experience.
5.4 Self-ordering kiosk can
be used to improve the
overall process.
5.5 Self-ordering kiosk can
build customer loyalty.
Part III.
Problems encountered by customers and employee using the Self-ordering
kiosk. Please put a check if you encountered the listed problems. You may
check more than one
Positioning of Self-ordering kiosk took up a lot of space.
Limited knowledge in using Self-ordering kiosk.
Self-ordering kiosk is confusing.
Installed machines are limited to selected stores only.
Screen stops responding due to repeated contact.
Lack of tech-savvy employees available to assist when issues arise.
Incorrect programming, leading to purchasing the wrong item.
A certain product is available but not reflected in the kiosk.

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Slow internet speed leading to the terminal for cashless payment not to
work properly.
Software issues may lead to certain features becoming unavailable.
Part IV.
Recommendation/suggestion that you would want to recommend to attain the
effectivity of Self-ordering service system towards customer satisfaction.
Please put a check if you encountered the listed problems. You may check
more than one.
The machine should be placed in proper position to maximize the space.
The store should place easy instructions on how to navigate the machine.
Self-ordering machine should have different language to select from the
options.
Machine should be available in all stores.
Machine should be sanitized and clean from time to time.
Employees and staff should have the proper training to give assistance.
Programming should be regularly checked and monitored.
Ensuring that all product display in the machine are available.
Installing of high-speed internet service to obtain smooth transaction
using cashless scheme.
Schedule a regular check up to ensure that software is updated and
working.

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APPENDIX B
PROFILE OF THE RESPONDENTS
Profile F %
(frequency) (Percentage
)
Age
46 and above years’ old 4 2.63
36 – 45 5 3.29
26 – 35 18 11.84
18 – 25 125 82.24
TOTAL 152 100.00
Type of Respondents
Restaurant Staff/Employee 11 7.24
Customer 141 92.76
TOTAL 152 100.00
Gender
Male 60 39.47
Female 92 60.53
TOTAL 152 100.00
Residency
Caloocan 49 32.24
Quezon City 95 62.50
Valenzuela 8 5.26
TOTAL 152 100.00

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APPENDIX C
HYPOTHESIS TESTING SAMPLE COMPUTATIONS

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APPENDIX D
PERMIT TO CONDUCT STUDY

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APPENDIX E
CERTIFICATE OF VALIDATION

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APPENDIX F
APPOINTMENT AS STATISTICIAN

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APPENDIX G
LETTER OF ENDORSEMENT

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APPENDIX H
Proposed Kiosk System in Selected Food Chain Restaurant
Figure 1. Proposed Kiosk System to Selected Food Chain Restaurants

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Executive Summary
Self-ordering kiosk system is a technological solution for the
organization and to customers as well that offers convenience and efficiency
in the ordering process for various industry specifically in restaurants and
fast-food chains. However, Self-ordering kiosk should be utilized to use its
maximum potential to gain its benefits by implementing the system that the
organization and customers will understand. In fact, the study shows relevant
challenges encountered by the organizations that use self-ordering kiosk such
users-familiarity and acceptance introducing self-ordering kiosk may require
users’ education and employee’s proper training especially for customers who
are not familiar with this kind of technological advancements, furthermore
ensuring user-friendly system and providing assistance can address these
challenges. Technical consideration is also a contributory factors why self-
ordering system is not being utilized by many organizations such as
connectivity problems or software glitches that contribute to the impact of
smooth functioning of self-ordering kiosk machines that this research also
discussed that this problem may be solve by regular maintenance, prompt
technical support by well-trained establishment staff, and system monitoring
to successfully mitigation of this problems. Moreover, cost and implementation
of self-ordering system involves initial capital for the organizations including

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the machines, software installation and maintenance that will later discuss the
possible outcome with properly implementations.
Included in this research paper is the impact of the self-ordering system
as stated in the recommendation and proposed new system that will later help
the business and the customers, One of the great impact of utilizing the use of
self-ordering kiosk system is the operational efficiency by improving the menu
design, delivering an accurate ordering process, convenience to the users,
integrating the cashless scheme that will streamline the waiting period and
reducing waiting time that allowing the businesses to serve more customers
effectively and allocating resources efficiently. Improved customer satisfaction
such as allowing customers to navigate and modify their orders on their own
phase that will customers expectation and seamless experience that can drive
customer loyalty and repeat business and lastly commitment to innovations
and customer-centric service that lead to competitive advantages that
differentiate businesses from other brands and competitors, attracting tech-
savy customers and position the brand as forward approach. In conclusion,
the self-ordering kiosk system offers numerous benefits, including the
enhances customer experience, increased in sales and data driven insights.
Framework
The aim of this paper is to provide a comprehensive and detailed
understanding

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on the alternative way of delivering quality service through Self-ordering kiosk
system in the food chain restaurant settings. Proposed Kiosk System in
selected Food Chain Restaurant will define different perspective and approach
in delivery of quality service to our customer and to ease the problem regarding
the challenges encountered by both the organization and customers.
INTRANET
An intranet is a private computer network that operates within an organization,
usually accessible only to its employees, members or other authorized
personnel. It uses internet technologies such as web protocols and IP
addresses to provide a secure and private means of sharing information,
communication and collaboration between different departments, teams or
individuals within the organization.
Intranet can be use in the food chain restaurant setting as an alternative to
Self-ordering kiosk machine with the system that allows the customer to
navigate the menu that same with the stand-alone kiosk using their own mobile
devices by connecting to the local area network from the servers that is also
connected to the cashier. The system is just similar to the free network offered
by different outlet where the user will connect to the local area network of the
store without compromising the personal information of the user. Another
function of having an intranet system is tracking of which food item is
marketable to help the store for inventory and supply purposes. Moreover, it

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also allows to track of which peak time of the store using the information
collected by the system for the management to be more accurate in
strategizing during their operation.
Here is the general instruction on how to use the propose self-ordering kiosk
system:
1. Approach the table where you can find the Quick Response Code:
Using your own Mobile Device scan the code with the use of your camera, this
will direct you to a web page that connected to the server.
In the interface it will be ask your personal number and after receiving the One-
time password (OTP) you will be directed to the Menu.
2. Choose your language: Select your preferred language from the options
provided on the interface of your device. In this step this will not limit to just
only limited languages.
3. Select the items: Browse through the menu and select the items you
wish to order. The interface of Mobile Kiosk is the same with the interface of
the stand-alone Kiosk.
4. Customize your order: Some items may have customization options,
such as selecting an additional sauce or extra ice or special instructions. Use
the touch screen to make your selections.

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5. Add to cart: Once you have selected all the items you wish to order, add
them to your cart Review your order: Before finalizing your order, take a
moment to review your selections and ensure that everything is correct.
7. Pay for your order: Once you are satisfied with your order, select your
payment method and complete the transaction. In this process you will be
given an option weather to complete your transaction in the counter area or
finish your transaction using the online payment such as (GCASH, Paymaya,
Debit Card or Credit Card) if you choose to finished your transaction using the
cashless payment the system give you a unique code that will be later display
on the dispatch area. Otherwise, you may complete the transaction using the
traditional payment scheme in the Cashier.
8. Collect your order: For Cashless transaction Once your order is ready,
the unique code will be displayed in the monitor and you may now claim
together with the receipt at a designated pick-up area within the restaurant.
Simply show your unique code to the staff member and collect your order.
Otherwise, if you choose the traditional way you may
9. simply show your receipt and collect your orders.

Graduate School 109
APPENDIC I
CERTIFICATION FROM RESPECTIVE ORGANIZATION

Graduate School 110

Graduate School 111

Graduate School 112
CURRICULUM VITAE

SSRN 4646297

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UNIVERSITY OF CALOOCAN CITY

SELF-ORDERING KIOSK SERVICE SYSTEM IN

ROY ALLAN P. NOBLE

Electronic copy available at: https://ssrn.com/abstract=4646297

RECOMMENDATION FOR ORAL EXAMINATION

This thesis titled: “SELF-ORDERING KIOSK SERVICE SYSTEM IN

SELECTED FOOD CHAIN RESTAURANTS TOWARDS CUSTOMER

SATISFACTION” prepared and submitted by ROY ALLAN P. NOBLE, in partial

fulfillment of the requirements for the degree of Master in Business

Administration has been examined and is hereby recommended for oral

DR. ELOISA P. MACKAY

Electronic copy available at: https://ssrn.com/abstract=4646297

This thesis entitled: “SELF-ORDERING KIOSK SERVICE SYSTEM IN

SELECTED FOOD CHAIN RESTAURANTS TOWARDS CUSTOMER

SATISFACTION” prepared and submitted by ROY ALLAN P. NOBLE, has

been approved by the Committee on Oral Examination with a grade of 96.3% on

May 19, 2023.

MARIAN S. RUIZ, MBA, DBA REIAN A. GONZALES, MBA, EdD

DR. ROLAND M. SIMBRE

Master in Business Administration.

The candidate successfully PASSED the Comprehensive Examination.

MELCHOR S. JULIANES EdD, PhD, DPA

Dean, Graduate School

Electronic copy available at: https://ssrn.com/abstract=4646297

I hereby certify that this thesis titled “SELF-ORDERING KIOSK

SERVICE SYSTEM IN SELECTED FOOD CHAIN RESTAURANTS

TOWARDS CUSTOMER SATISFACTION,” for the degree of Master in

Business Administration at the University of Caloocan City embodies the

results of original and scholarly work carried out by the undersigned.

of a degree from any higher education, institution, except where proper

referencing and acknowledgement were made.

Furthermore, I declare that the intellectual content of this thesis is

the product of my work although I have received assistance from others

on the manner of organization, presentation, language and style.

ROY ALLAN P. NOBLE

ELOISA P. MACKAY, PHD

Electronic copy available at: https://ssrn.com/abstract=4646297

This is to certify that I had edited this

SELF-ORDERING KIOSK SERVICE SYSTEM IN SELECTED FOOD CHAIN

RESTAURANTS TOWARDS CUSTOMER SATISFACTION

ROY ALLAN P. NOBLE

Dr. Jose R. Pablo Jr.

UNIVERSITY OF CALOOCAN CITY/09157200093

Electronic copy available at: https://ssrn.com/abstract=4646297

that extended their help to complete this study.

Mayor Dale Gonzalo “Along” R. Malapitan, Chairman of the Board of

Regents, for providing programs designed for professionals facing

challenges, new trends, and changes in their respective expertise.

Congressman Oscar “Oca” G. Malapitan, for making the University

Graduate School of University of Caloocan City.

Dr. Eloisa P. Mackay, the researcher’s adviser, for her invaluable

coaching, guidance, and unending support.

Dr. Roland M. Simbre, Chairperson of the Panel Committee, for his

insights to make this study more comprehensive and effective.

Electronic copy available at: https://ssrn.com/abstract=4646297

their valuable comments, helpful suggestion and constructive insights to

expand this paper.

To the group administrator of the Department of Trade and Industry and

Philippine Accreditation Bureau for sharing their available resources to

and effort in accomplishing the questionnaires,

Genuinely appreciate all the people behind this study, to my superiors,

friends and co-faculty, Mr. Raymond Gamalinda, Mr. Anthony F.

Molacruz, Mr. Ronnel R. Romero, Mr. Oral Robert Roxas, Ms.