Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Business administration

Abstract

As digital transformation reshapes the quick-service restaurant industry, understanding the expectations of tech-savvy Generation Z consumers is essential for maintaining a competitive advantage. While McDonald’s has integrated digital platforms, there remains a gap in understanding how specific usability factors relate to the satisfaction of this demographic in local contexts. This research is necessary to identify service gaps that hinder long-term loyalty. By evaluating the alignment between digital offerings and user expectations, this study provides a timely solution for enhancing online service strategies in an increasingly mobile-first economy. Utilizing a descriptive-quantitative research design, data were gathered from 50 purposively selected Gen Z (ages 19–27) in Paso de Blas, Valenzuela. A validated survey questionnaire, anchored on the Technology Acceptance Model (TAM), was used to measure Perceived Usefulnessness and Perceived Ease of Use. The instrument further assessed satisfaction across five dimensions: Service Quality, Application Usability, Promotional Activities, Product Quality, and Reliability. Statistical analysis was performed using weighted mean to describe satisfaction levels and Pearson product-moment correlation coefficient to determine the relationship between TAM variables and customer satisfaction. The findings showed that respondents positively assessed online service usefulness (WM = 3.41) and ease of use (WM = 3.46). Overall satisfaction was high, with a grand weighted mean of 3.46. Notably, Application Usability received the highest rating (WM = 3.59), whereas Product Quality received the lowest (WM = 3.39), specifically regarding food temperature and packaging. A Pearson r-value of 0.7717 indicated a significant, high positive correlation between service usage assessment and satisfaction, leading to the rejection of the null hypothesis. However, critical challenges were identified: a preference for dining in (19%), high delivery fees (15%), and payment security concerns (15%), followed by late deliveries and technical glitches. The study concludes that these findings align with current trends suggesting that Ease of Use alone cannot compensate for Product Quality issues in delivery. To improve practice, McDonald’s should implement delivery fee incentives, strengthen security protocols, and innovate packaging to ensure temperature retention, ensuring the digital experience matches the physical product quality.

Keywords

Generation Z, service quality, customer satisfaction, technology acceptance model, online food delivery, application usability