Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Marketing

Abstract

This study assessed the self-service kiosks of Jollibee Metroplaza Branch in relation to customers’ purchasing behavior. Self-service kiosks are becoming more common in quick-service restaurants due to its rapid digital development, yet understanding how customers perceive and adopt this technology remains essential for improving service delivery and customers’ satisfaction. Data were gathered from 50 customers of Jollibee Metroplaza Branch through a validated researcher-made survey questionnaire using a descriptive-correlational research design. The Technology Acceptance Model (TAM) served as the theoretical framework, focusing on perceived ease of use, perceived usefulness, attitude, behavioral intention, and actual usage. Statistical tools used include frequency count, percentage, weighted mean, and Kruskal–Wallis H test. The findings revealed that most respondents were aged 30-39 (54%), female (66%), and occasional visitors (44%). Customers positively perceived the kiosks across all dimensions: perceived ease of use (2.94), perceived usefulness (3.10), attitude (3.04), behavioral intention (2.92), and actual usage (2.92). Age and gender showed no significant relationship with purchasing behavior (p >0.05), while frequency of visit indicated significant relationships with all variables (p <0.05). Major challenges included screen freezing (17%), touchscreen sensitivity (15%), and accessibility concerns (14%). The study concluded that while customers generally accept and understand self-service kiosks, technical reliability issues and accessibility barriers persist, particularly for elderly and first-time users. Frequency of visit was significantly associated with positive purchasing behaviors. Recommendations include regular system maintenance, touchscreen calibration, accessibility enhancements for elderly and PWD customers, staff assistance for first-timer users, and implementation of a quality assurance monitoring system. A kiosk enhancement action plan was proposed to address identified challenges and support improvements in the overall customer experience.

Keywords

customer satisfaction, purchasing behavior, technology acceptance model, self-service kiosk, quick-service restaurant