SERVICE QUALITY AND CUSTOMER SATISFACTION ON SELFSERVICE TECHNOLOGY OF FAST-FOOD RESTAURANTS IN TANZA CAVITE

Abstract

This study determined the impact of self-service technology in fast-food restaurants in Tanza, Cavite, on customer satisfaction and service quality. It focuses on customer perceptions regarding factors such as reliability, responsiveness, convenience, assurance, and empathy, and how these elements influence customer satisfaction concerning their needs, desires, convenience, cost, and communication. Additionally, the study gathered demographic information from each participant, including age, sex, occupation, civil status, and monthly income. A face-to-face survey questionnaire and descriptive research methods were employed to collect and analyze various aspects of customer satisfaction and service quality. The study utilized purposive, quota, and convenience sampling techniques to gather data from 100 participants who had used self-service technology at a fast-food restaurant in Tanza, Cavite. The data was evaluated using statistical tools, including standard deviation, weighted mean, frequency, and percentages. The findings indicate that participants believe the self- service technology in fast-food restaurants is visually appealing, reliable to use, responsive, efficient, and easy to use. It enhances security and effectively caters to the needs and preferences of customers. Participants expressed satisfaction with the technology’s ability to fulfill their needs and wants, ensure clear communication, provide quick service, and offer clear pricing without hidden fees. Overall, the study concludes that self-service technology provides convenience, efficiency, and a general sense of customer satisfaction. However, it also highlights existing concerns regarding the usability of the technology and perceived empathy. Finally, while participants acknowledged the advantages of self-service technology in fast-food establishments, they rated its service quality as good. Their experiences with the technology moderately affected their overall customer satisfaction. To improve productivity and customer satisfaction further, the study recommends enhancements such as better designs and user support. Suggested improvements include developing a user- friendly interface, gathering customer feedback, providing incentives, and ensuring staff availability to assist customers who may struggle with the technology. Overall, the study offers valuable insights for fast-food operators aiming to enhance consumer satisfaction and service quality.