Assessing the Impact of Self-Service Technologies in Selected Fast-Food Chains in Metro Manila

This study assessed the impact of self-service technologies (SSTs) such as self-order kiosks and digital payment systems on customer satisfaction and operational performance in fast-food chains in Metro Manila, including McDonald’s, Jollibee, KFC, and Burger King. Using a descriptive–quantitative design, 150 customer respondents were surveyed, guided by the Technology Acceptance Model (TAM), SERVQUAL, Diffusion of Innovations Theory, and the Theory of Planned Behavior (TPB). Statistical analyses—including correlation, ANOVA, t-test, and regression—revealed that SSTs significantly improved convenience, accuracy, and transaction speed, thereby enhancing customer satisfaction and operational efficiency. Younger, tech-savvy customers showed higher acceptance and satisfaction, while older users faced challenges with navigation and preferred personal interaction. Despite overall positive outcomes, issues such as technical glitches and limited assistance for first-time users were noted. To optimize adoption and effectiveness, the study recommends user training programs, simplified and multilingual interface designs, hybrid service models combining human and automated support, regular maintenance, and integrated feedback systems. These strategies aim to foster inclusivity, efficiency, and a customer-centered fast-food service environment. Keywords: Self-Service Technologies (SSTs), Fast-food Chains, Metro Manila, Customer Satisfaction, Customer Acceptance, Operational Efficiency, Technology Acceptance Model (TAM), SERVQUAL Model, Diffusion of Innovations Theory, Theory of Planned Behavior (TPB), Digital Payment Systems, Self-order Kiosks, Service Quality, Transaction Speed, Hybrid Service Model