Advisers

Blezsl Nilo

Discipline

Hospitality Management

Abstract

McDonald’s has adopted self-service kiosks as part of the shift toward digital service operations. Although these systems are intended to improve service quality and guest experience, users may encounter technical and operational challenges. This study examined kiosk usefulness, ease of use, and reliability and their relationship with service operations and guest satisfaction. The study used a quantitative descriptive-correlational research design. It described users’ demographic characteristics and their perceptions and satisfaction with kiosk services and examined the relationship between these perceptions and intention to continue using the kiosks. A total of 50 participants were selected through convenience sampling. Among the 50 respondents, most were male and 18–23 years of age. Daily kiosk use and weekly store visits were the most common patterns, indicating frequent engagement with the kiosk system at McDonald’s Visayas Avenue. Respondents generally rated usefulness, ease of use, and reliability positively, although some features received lower ratings and were identified as areas for improvement. The analysis reported a strong and significant positive relationship between guests’ perceptions of the kiosk system and guest satisfaction. More favorable perceptions were associated with higher satisfaction. Although the kiosks were generally viewed as effective and satisfactory, lower-rated features indicated opportunities to improve the user experience.

Keywords

technology, mcdonald's, kiosks