Advisers

Roland Rambo B. Jayoma, MBA, CHP

Discipline

Hospitality Management

Abstract

This study examined how digital ordering systems related to the overall guest experience at Khiang Thai Street Food Restaurant. As technology becomes more common in hospitality operations, restaurants are adopting digital tools to provide faster, more convenient, and more efficient service. The study assessed guests’ perceptions of technology integration in terms of ease of use, usefulness, reliability, and behavioral intention. The study was guided by the Technology Acceptance Model and related local and international literature on technology, customer satisfaction, and service quality. A quantitative descriptive research design was used. Data were collected through a validated structured survey questionnaire administered to selected guests of Khiang Thai Street Food Restaurant. The study involved 30 respondents. Most were 23–27 years of age (40%), the numbers of male and female respondents were equal, and 83% were college graduates. Respondents rated the digital ordering system highly and strongly agreed that it was easy to use, useful, and supportive of their intention to use the system. Respondents also perceived the system as reliable, accurate, current, user-friendly, and efficient, including during busy periods. The findings suggest that digital ordering supported convenience and a consistent dining experience and may encourage repeat use and customer loyalty. Further improvements in service speed and operational efficiency were recommended.

Keywords

reliability, technology integration, digital ordering systems, ease of use, usefulness, behavioral intention