Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

The study explores how self-service kiosks influence marketing strategies in fast-food restaurants by affecting customer engagement, satisfaction, and brand loyalty through order accuracy, customization, speed, and convenience. Guided by Dynamic Capabilities Theory and focused on Jollibee–Novaliches, Quezon City, it examines how kiosk innovations support competitive marketing outcomes in a digitalized fast-food setting. The study employed a descriptive–correlational research design. Data were collected using a structured survey questionnaire administered to 100 customers who had experience using self-service kiosks at the Novaliches, Quezon City. The questionnaire measured perceptions of kiosk performance and marketing outcomes using a Likert scale. Statistical tools included frequency and percentage distribution, weighted mean, ranking, and Pearson correlation to determine the relationship between self-service kiosks and marketing strategy variables. Respondents viewed self-service kiosks positively, with high ratings for order accuracy, customization, and convenience, while order speed was slightly lower during peak hours. Customer satisfaction ranked highest among marketing outcomes, followed by engagement and brand loyalty. A strong Pearson correlation indicated an association between better kiosk performance and stronger marketing results. The results showed that the respondents generally viewed self-service kiosks positively, with high ratings for order accuracy, customization, and convenience, while order speed scored slightly lower during peak hours. Customer satisfaction ranked highest in marketing outcomes, followed by engagement and brand loyalty. A strong Pearson correlation showed that better kiosk performance is linked to stronger marketing results.

Keywords

customer satisfaction, customer engagement, convenience, order accuracy, brand loyalty, order customization, order speed