Acceptability Of Self-Ordering Kiosks (Soks) In Fast-Food Restaurants In Santiago City
Albert Alejandro
Discipline: humanities (non-specific)
Abstract:
Self-Ordering Kiosks are increasingly common in fast-food restaurants. They aim to streamline
and improve the ordering process and enhance customer experience. However, their
implementation faces several challenges, so their effectiveness is still being studied. This study
aims to determine the acceptability of SOKs based on usefulness, ease of use, service quality, and
satisfaction. It also seeks to find any significant differences in acceptability when results are
grouped by type of respondent. The descriptive-quantitative research design was used among 30
managers, 30 staff, and 30 customers at a fast-food restaurant in Santiago City, Isabela,
Philippines. Data were collected using an adapted research instrument. Using frequency counts,
percentage distribution, mean scores, and the Kruskal-Wallis Test, findings revealed that,
generally, self-ordering kiosks are useful, easy to use, and provide good service quality. Customers
are generally satisfied as the self-ordering kiosks are efficient and speedy, and exceed customer
expectations.
Additionally, managers rated perceived usefulness of SOKs significantly higher than both
customers and staff. This would show that managers perceive the SOKs as devices that would
benefit them much in terms of operational efficiency and performance. Finally, specific and
attainable measures are forwarded to improve perceived usefulness, perceived ease of use, service
quality, and customer satisfaction, thereby enhancing the acceptability of Self-Ordering Kiosks
(SOKs).
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