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Marang Road, Ocampo Compound, Burgos, Rodriguez, Rizal

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DETERMINING THE OPERATIONAL EFFICIENCY AND CUSTOMER

SATISFACTION OF KIOSK USAGE AT JOLLIBEE MONTAÑA,
BURGOS, MONTALBAN, RIZAL

A Research
Presented to
The Faculty of Secondary Education
Christ the Foundation Christian Academy, Inc.
Burgos, Rodriguez, Rizal

In Partial Fulfillment
Of the Requirements for
Senior High School
Accountancy, Business, and Management (ABM)

CRUZ, ALTHEA MARIE B.

SUMANGID, MARCEL CLARK O.
MARCELO, ANNE LORRAINE C.

2025
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APPROVAL SHEET

This research titled "DETERMINING THE OPERATIONAL EFFICIENCY

AND CUSTOMER SATISFACTION OF KIOSK USAGE AT JOLLIBEE MONTAÑA,
BURGOS, MONTALBAN, RIZAL" prepared and submitted by Cruz, Althea Marie
B., Sumangid, Marcel Clark O., Marcelo, Anne Lorraine C., in partial. fulfillment of
the requirements for Senior High School Level to be examined and recommended for
acceptance and approval for Final Oral Examination.

MS. LILA MAE D. DELA PAZ, LPT MS. MARIFER P. EJARA, LPT
Research Adviser Research Adviser

ORAL EXAMINATION COMMITTEE

Approved by the Committee on Oral Examination with a grade of _________.

MS. GWYNETH N. SALES, LPT

Member

MR. KENNETH JULYN, DA-ΑΝΟΥ, LPT

Member

MRS. MA. CORAZON NIDA L. NEBRIL, LPT

Member

DR. MARY LOUILYN C. ASINAS, RMT, MAT, LPT

Chairman

Accepted and approved in partial fulfillment of the requirements for Senior

High School Accountancy, Business, and Management strand.

DR. MARY LOUILYN C. ASINAS, RMT, MAT, LPT

School Principal
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ABSTRACT

This study aimed to determine the operational efficiency and customer

satisfaction of self-service kiosk usage at Jollibee Montaña, Burgos, Montalban,
Rizal.
With the increasing reliance on technology in the fast-food, self-ordering
kiosks have emerged as a vital tool for enhancing service speed and improving
customer experience.
The research utilized a quantitative correlational design involving 60
respondents who interacted with the kiosks during peak hours over three consecutive
days, the respondent is selected through population size. Operational efficiency
focusing time efficiency was evaluated through queueing time, ordering time, line for
payment, and waiting time, while customer satisfaction was assessed based on
smooth ordering process, speed of service, accuracy of orders, ease of use, and
usefulness.
Findings revealed that most respondents experienced a moderate to high level
of time efficiency, which positively correlated with overall satisfaction. The study also
found significant relationships between customer demographics (age and gender)
and their perceptions of kiosk performance. These insights suggest that optimizing
kiosk systems can further enhance operational productivity and customer
engagement. Based on the results, the researchers propose an improvement plan
focusing on interface design, accessibility, and system responsiveness to ensure a
seamless self-service experience.

Keywords: Kiosk, Self-service Kiosks, Operational Efficiency, Time and Motion Study, Time Efficiency,
Customer Satisfaction, Jollibee, Fast-food Chain, Queueing time, Ordering time, Line for Payment,
Waiting time, Total transaction time, Smooth Ordering Process, Speed of Service, Accuracy of Order,
Ease of Use, Usefulness
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ACKNOWLEDGEMENT

The researchers of Christ the Foundation Christian Academy, Inc. extend their

heartfelt gratitude to the following individuals and institutions who have provided

invaluable support and encouragement throughout their research journey:

First and foremost, we give thanks to our Lord Jesus Christ, whose

unwavering guidance, strength, and grace have sustained us throughout this

endeavor.

The researchers are deeply grateful to Engr. John Loui Mark A. Corral,

MAED, LPT for his exceptional support, constant motivation, and invaluable

guidance, particularly in the creation of the statistical treatment for our study, which

played a vital role in the success of this research.

The researchers would also like to acknowledge our research advisers, Ms.

Lila Mae D. Dela Paz, LPT, and Ms. Marifer P. Ejara, LPT, for their consistent

support, encouragement, and insightful inputs throughout the development of this

study.

The researchers sincere thanks go to the panelists: Dr. Mary Louilyn C.

Asinas, RMT, MAT, LPT, Mrs. Ma. Corazon Nida L. Nebril, LPT, Ms. Gwyneth N.

Sales, LPT, and Mr. Kenneth July M. Da-Anoy, LPT, for their constructive

feedback, professional insights, and valuable suggestions that greatly contributed to

refining and strengthening the quality of this research.

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The researchers are also grateful to the families of the researchers for their

financial support, encouragement, and belief in us, which served as a constant

source of strength throughout the research process.

The researchers would like to express our sincere gratitude to Mr. Jairuss S.

Bargamento and Ms. Joefelyn Z. Beriales for their invaluable assistance in the data

gathering process. We also extend our heartfelt thanks to the STEM G group for their

meaningful contribution to this study by providing the foundational idea that inspired

the title of our research. Their support played a significant role in the successful

completion of this work.

Lastly, The researchers would like to thank our friends and fellow

classmates for their cooperation in answering the questionnaires and for their

unwavering support throughout this study. This research would not have been

possible without the contributions of everyone involved. We are truly grateful for each

and every one of you.

- The Researchers
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TABLE OF CONTENTS

PAGE
Title Page i
Approval Sheet ii
Abstract iii
Acknowledgement iv
Table of Contents v
List of Tables vi
List of Figures vii
List of Appendices viii

CHAPTER
1 THE PROBLEM AND ITS BACKGROUND
Introduction 1
Background of the Study 4
Theoretical Framework 12
Conceptual Framework 15
Statement of the Problem 18
Hypotheses 19
Scope and Delimitation of the Study 20
Significance of the Study 23
Definition of Terms 24

2 REVIEW OF RELATED LITERATURE AND STUDIES

Local Literature 30
Foreign Literature 32
Local Studies 39
Foreign Studies 46
Synthesis 53

3 METHODOLOGY
Research Design 56
Population and Sampling 57
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Respondents of the Study 57
Research Instrument 58
Validation of the Instrument 61
Data Gathering Procedure 63
Statistical Treatment of Data 66

4 PRESENTATION AND ANALYSIS OF DATA

Demographic profile of the respondents 71

What is the time efficiency of the kiosk by the respondents? 74
What is the customer satisfaction on kiosk usual responses? 82
Is there a significant relationship in the time efficiency by the 91
respondents when grouped according to profile?
Is there a significant relationship in customer satisfaction with kiosk 96
usage when grouped according to profile?
Is there a significant relationship between customer satisfaction and 102
time efficiency?
Is there a significant difference between the kiosk's time efficiency and 113
customer satisfaction with kiosk usage by the respondents?
Research Output 118

5 SUMMARY OF FINDINGS, CONCLUSIONS, RECOMMENDATIONS

Findings 123
Conclusions 135
Recommendations 137

REFERENCES 140
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LIST OF TABLES

TABLE PAGE
3.1 Likert Scale for Customer Satisfaction 59
3.2 Result of Cronbach’s Alpha 62
4.1.1 Frequency Distribution of the Respondents’ Profile in terms 71
of Gender
4.1.2 Frequency Distribution of the Respondents’ Profile in terms 72
of Age
4.2.1 Frequency of time efficiency of the kiosk by the respondents 74
in terms of queueing time
4.2.2 Frequency of time efficiency of the kiosk by the respondents 76
in terms of ordering time
4.2.3 Frequency of time efficiency of the kiosk by the respondents 77
in terms of line for payment
4.2.4 Frequency of time efficiency of the kiosk by the respondents 79
in terms of waiting time (order received)
4.2.5 Frequency of time efficiency of the kiosk by the respondents 81
in terms of total transaction time
4.3.1 Customer satisfaction on kiosk usual responses in terms of 83
smooth ordering process
4.3.2 Customer satisfaction on kiosk usual responses in terms of 85
speed of service
4.3.3 Customer satisfaction on kiosk usual responses in terms of 87
accuracy of order
4.3.4 Customer satisfaction on kiosk usual responses in terms of 88
ease of use
4.3.5 Customer satisfaction on kiosk usual responses in terms of 90
usefulness
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4.4 Significant relationship in the time efficiency by the 92
respondents when grouped according to profile
4.5 Significant relationship in customer satisfaction with kiosk 97
usage when grouped according to profile
4.6 Significant relationship between customer satisfaction and 102
time efficiency
4.7 Anova: Single Factor 114
4.7.1 Anova 115
4.8 Proposed Action Plan for an Improvement Plan 116

LIST OF FIGURES
FIGURE
1 Conceptual Paradigm 17
2 Vicinity Map 22

LIST OF APPENDICES
APPENDIX

A Questionnaires 147
B Letter of validation of research instrument 157
C Letter of permission to conduct the study 158
D Letter for parent’s consent 159
E Consent form 168
F Curriculum vitae 169
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Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Jollibee is a popular fast-food restaurant in the Philippines known for

combining Western-style fast food with Filipino-inspired meals. Tony Tan Caktiong

opened Jollibee as a modest ice cream shop in 1975, but as it gained popularity, it

quickly grew into a full-service restaurant. By 1978, the business had adopted its

now-famous burgers and fried chicken, rapidly building a devoted customer base

throughout the Philippines. Over the years, Jollibee has expanded into one of

Southeast Asia's most well-known fast-food chains, attracting both domestic and

international consumers with its specialties, including Jolly Spaghetti and Chickenjoy.

The brand is recognized for its ability to translate traditional Filipino flavors into a fast-

food format, its emphasis on family values, and its strong cultural ties (Uy, 2023; Bd,

2024).

To maintain its competitive edge and enhance customer experience, Jollibee

has implemented innovations that streamline ordering processes, reduce wait times,

and improve customer satisfaction (Tobias, 2022). In fast-food environments,

especially during peak hours, operational efficiency is crucial for meeting customer

expectations for quick service. Long wait times often lead to dissatisfaction,

potentially resulting in lost business. One of the fundamental factors contributing to

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operational efficiency is time efficiency, which focuses on reducing queueing time,

minimizing ordering delays, and optimizing waiting time for order fulfillment. In the

quick-service restaurant (QSR) industry, where speed is a major determinant of

success, self-service kiosks have become a critical tool for improving time efficiency

and overall service quality.

Hayes (2024) defines operational efficiency as a metric that evaluates

profitability relative to operating costs, with higher efficiency indicating greater cost

management and improved customer service. Time efficiency is a key component of

this efficiency, as it directly impacts service speed and customer turnover. By

integrating self-service kiosks, fast-food establishments like Jollibee enhance service

performance by allowing customers to place orders independently, reducing the

reliance on cashier interactions and minimizing transaction delays. Self-service

kiosks help streamline the customer journey by eliminating bottlenecks at ordering

counters, thereby improving queueing time, ordering time, line for payment and

waiting time—three critical elements of time efficiency.

Customer satisfaction is another essential factor in ensuring business

success, as it influences brand loyalty and repeat patronage. Franklin (2024) defines

customer satisfaction as the extent to which a company’s products, services, or

overall experience meet consumer expectations. Businesses often use surveys,

feedback analytics, and performance evaluations to assess customer satisfaction, as

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higher satisfaction levels typically lead to increased customer retention and positive

word-of-mouth marketing. In fast-food settings, customer satisfaction is closely linked

to time efficiency, as smooth ordering processes, fast service speed, order accuracy,

ease of use, and perceived usefulness of self-service kiosks all contribute to a

positive dining experience.

To further enhance both operational efficiency and customer satisfaction, self-

service kiosks have been widely adopted in fast-food establishments. A kiosk is a

stand-alone booth used for marketing, sales, or self-service transactions. The

concept of self-service technology dates back to the 1880s, with vending machines

allowing customers to make purchases without cashier assistance. In modern times,

self-service kiosks have been integrated into fast-food restaurants to streamline the

ordering process and reduce dependence on traditional counter-service models

(Kenton, 2024).

The growing reliance on self-service kiosks has transformed service standards

in the quick-service industry (Xavier et al., 2023). Fast-food restaurants have

incorporated self-service kiosks to improve service speed, enhance customer flow,

and minimize human error. Peña & Aquino (2023) noted that self-ordering kiosks

provide a modern, fast, and hygienic alternative for customers, reducing transaction

times and optimizing restaurant operations. Despite initial concerns, many

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businesses have realized that strategically placing self-service kiosks effectively

reduces long queues, enhances time efficiency, and improves customer satisfaction.

This study conducted a correlational analysis of operational efficiency and

customer satisfaction related to kiosk usage at Jollibee Montaña, Burgos, Montalban,

Rizal with a particular emphasis on time efficiency. A correlational analysis examines

the strength and direction of the relationship between these variables without

manipulating them, making it suitable for understanding the interaction between time

efficiency and customer satisfaction. After analyzing factors such as queueing time,

ordering time, line for payment and waiting time, along with customer satisfaction

metrics like smooth ordering process, speed of service, accuracy of orders, ease of

use, and usefulness, this research sought to provide valuable insights for businesses

to optimize kiosk implementation and enhance service performance in response to

evolving consumer demands.

Background of the Study

As technology advances, organizations in the fast-food industry continuously

seek new methods to improve operational efficiency and customer satisfaction. One

such technological breakthrough is the advent of self-service kiosks, which provide

consumers with an alternative to traditional cashier interactions when placing orders

(Seo, 2020). The introduction of self-service kiosks in quick-service restaurants

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represents a fundamental shift in how customers engage with businesses, offering

various advantages such as enhanced efficiency, reduced errors, shorter wait times,

and improved customer satisfaction.

A crucial component of operational efficiency is time efficiency, which refers to

reducing queueing time, expediting ordering time, and optimizing waiting time for

order fulfillment. In fast-paced restaurant settings, long wait times often lead to

dissatisfaction, affecting customer retention and overall business performance (Fresh

Technology, 2024). Time efficiency ensures that transactions are completed quickly

without compromising service quality, making it a critical factor in fast-food operations

(Ossisto, 2024). Self-service kiosks have emerged as a key innovation in optimizing

time efficiency by streamlining customer transactions, minimizing delays, and

accelerating the ordering process (Samaniego et al., 2023).

Queueing time refers to the period a customer spends waiting before placing

an order. Long queue times are one of the biggest contributors to customer

dissatisfaction in fast-food establishments, as prolonged waiting can lead to

frustration, service abandonment, and a negative brand perception (Gallimore, 2024).

Traditional counter-based ordering often results in bottlenecks, especially during

peak hours, as customers wait in line to interact with cashiers.

Self-service kiosks help reduce queueing time by allowing multiple customers

to place orders simultaneously, eliminating long lines at cashier stations (Samaniego

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et al., 2023). According to Restroworks (2023), the introduction of self-order kiosks

has streamlined customer flow by offering an efficient alternative to cashier-assisted

transactions, leading to faster service and improved customer turnover.

Ordering time refers to the duration it takes for a customer to complete their

transaction from menu selection to payment. Manual ordering processes can be slow

due to customer indecision, cashier delays, and miscommunication (Castillo et al.,

2020). These inefficiencies often result in longer transaction times, which negatively

impact overall service speed and customer satisfaction.

With the use of self-service kiosks, ordering time is significantly reduced, as

customers can browse menus at their own pace, customize their selections, and

process payments independently (Noble, 2024). Studies indicate that automating the

ordering process through kiosks eliminates unnecessary delays, making transactions

faster and smoother (Dela Peña & Aquino, 2023). Moreover, digital ordering

interfaces provide visual confirmations of customer selections, minimizing order

errors and improving efficiency (Na et al., 2021).

Waiting time is the period between placing an order and receiving the food.

Fast-food customers expect quick service, and excessive waiting times can lead to

dissatisfaction (Fresh Technology, 2024). According to industry research, 52% of

customers are willing to wait up to 30 minutes in a sit-down restaurant, but 76%

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expect their food within 20 minutes in a fast-food setting. Exceeding these wait times

can negatively impact customer retention and satisfaction.

Self-service kiosks optimize waiting time by integrating directly with kitchen

systems, ensuring that orders are processed more efficiently (Sharma, 2023).

Automating the order flow reduces miscommunication between front-line staff and

kitchen personnel, allowing for quicker food preparation and improved service speed.

Additionally, some kiosks provide real-time order tracking, further enhancing the

customer experience by setting accurate expectations for meal delivery (Peña &

Aquino, 2023).

The relationship between time efficiency and customer satisfaction is evident

in key factors such as the smooth ordering process, speed of service, order accuracy,

ease of use, and perceived usefulness of kiosks. A smooth ordering process ensures

minimal disruptions during transactions, making the experience seamless and

efficient (Shahril et al., 2021). Speed of service is a major determinant of satisfaction,

as reducing queueing time, ordering time, line for payment and waiting time

contributes to a positive dining experience and increased customer retention (Noble,

2024).

Customer satisfaction is another key determinant in the continued adoption

and success of self-service kiosks. Franklin (2024) defines customer satisfaction as

the extent to which a company's products and services meet or exceed customer
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expectations. In the case of self-service kiosks, satisfaction is influenced by multiple

factors, including a smooth ordering process, speed of service, order accuracy,

perceived ease of use, and perceived usefulness.

A smooth ordering process is crucial in fast-food environments, where

efficiency is a primary driver of customer satisfaction. Noble (2024) found that

respondents strongly agreed that self-service kiosks provided a hassle-free ordering

experience, particularly in managing and processing orders quickly. The study

revealed that kiosks helped reduce confusion and improve user navigation, allowing

customers to place orders independently and efficiently. Moreover, this was

especially beneficial in high-traffic locations, as kiosks eliminated the pressure of

order in a crowded environment and streamlined the checkout process without staff

intervention.

Speed of service is another major advantage of self-service kiosks. According

to Noble (2024), self-ordering kiosks reduced wait times by an average of 16 seconds

per customer, significantly improving transaction efficiency. This improvement was

particularly noticeable during peak hours when kiosks played a crucial role in

managing customer flow and minimizing long queues. As customers increasingly

prioritize quick and efficient service, this reduction in wait times contributes to higher

satisfaction and repeat business.

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Beyond speed, order accuracy is another essential factor influencing customer

satisfaction. Noble (2024) highlighted that self-ordering kiosks reduced order errors

by 20% compared to traditional counter service. This improvement was largely

attributed to the ability of customers to customize and verify their orders before

finalizing them, significantly minimizing miscommunication between customers and

staff. Furthermore, the study stressed that user-friendly interface designs and real-

time order review options contribute to higher order accuracy and customer trust.

However, while kiosks enhance accuracy, software malfunctions or poorly designed

interfaces can still result in occasional order discrepancies. Therefore, the study

recommends that businesses implement periodic system updates and interface

improvements to maintain order precision and prevent errors.

Perceived ease of use and perceived usefulness also play a significant role in

customer adoption and satisfaction with self-service kiosks. The Technology

Acceptance Model 2 (TAM 2) suggests that customers are more likely to use a

system when they find it easy to navigate. A user-friendly interface with clear

instructions, responsive touchscreens, and accessible design encourages broader

adoption of kiosk technology (Peteza et al., 2022). Additionally, customers must

perceive kiosks as a convenient and beneficial alternative to traditional ordering

methods. Studies show that if a kiosk saves time, enhances customization options,
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and improves service speed, customers are more likely to continue using it (Peteza

et al., 2022; Na et al., 2022).

While self-service kiosks have significantly enhanced operational efficiency

and customer satisfaction, their long-term effectiveness relies on continuous

optimization and innovation. However, several challenges, including technical

limitations, accessibility concerns, occasional malfunctions, and persistent long

queues, continue to hinder the seamless functionality of these kiosks. To address

these issues, businesses must implement a comprehensive improvement plan to

enhance kiosk usability and efficiency.

Regular maintenance and software updates are essential to ensure kiosks

remain operational, free from glitches, and responsive to user inputs. Additionally,

improving accessibility features, such as voice commands, adjustable interfaces, and

multilingual support, will make kiosks more inclusive for all customers, particularly

elderly individuals and those unfamiliar with touchscreen technology. Optimizing

UI/UX design by refining menu layout, touchscreen responsiveness, and navigation

clarity will further contribute to a seamless and efficient ordering experience.

Furthermore, customer education and support mechanisms, such as on-screen

tutorials, user guides, and optional staff assistance, can help first-time users navigate

the system more effectively.

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One of the most pressing concerns in fast-food establishments is the issue of

long queues, which disrupt service efficiency and negatively impact customer

experience. Lengthy lines at cashier stations lead to extended waiting times,

increased frustration, and potential loss of customers (Gallimore, 2024). According to

Samaniego et al. (2023), traditional counter-based ordering often causes bottlenecks,

particularly during peak hours, as customers queue to interact with cashiers, further

delaying service.

The presence of long queues not only reduces customer satisfaction but also

affects operational productivity, as overwhelmed staff struggle to keep up with high

demand (Restroworks, 2023). Studies indicate that excessive queueing time is one

of the leading causes of service abandonment, where customers opt to leave rather

than wait in line (Gallimore, 2024). To mitigate this issue, fast-food establishments,

including Jollibee, have increasingly integrated self-service kiosks to streamline

transactions, distribute customer flow, and improve overall service speed.

This study aimed to address concerns and proposed an improvement plan for

fast-food establishments utilizing self-service kiosks by analyzing kiosk usage at

Jollibee Montaña, Burgos, Montalban, Rizal. By evaluating operational efficiency,

with a particular focus on time efficiency—specifically queueing time, ordering time,

line for payment and waiting time—alongside customer satisfaction metrics, this
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research sought to provide valuable insights into optimizing kiosk technology to

enhance the customer experience.

Theoretical Framework

The Technology Acceptance Model 2 (TAM 2), developed by Venkatesh and

Davis (2000), expands on the original Technology Acceptance Model (TAM) by

incorporating additional determinants of perceived usefulness and behavioral

intention to use technology. While the original TAM emphasized perceived ease of

use and perceived usefulness as primary predictors of technology adoption (Davis,

1989), TAM 2 integrates social influence factors (e.g., subjective norms) and

cognitive instrumental processes (e.g., output quality, job relevance) to provide a

more comprehensive understanding of technology acceptance.

In the context of self-service kiosks at Jollibee Montaña, TAM 2 helps explain

how customer perceptions, social influence, and cognitive factors impact the adoption

and satisfaction of kiosk usage. Customers are more likely to embrace self-service

kiosks if they perceive them as easy to use, beneficial for ordering efficiency, and

socially encouraged by peers or staff. As customers gain more experience with

kiosks, their reliance on external influences decreases, making ease of use and

usefulness stronger predictors of continued usage and customer satisfaction.

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Supporting this, Rahim et al. (2023) conducted a study reinforcing TAM 2 by

identifying key factors influencing customers continuous intention to use self-service

kiosks in fast-food restaurants. Their study found that perceived usefulness and ease

of use were critical in kiosk adoption, particularly when they improved ordering speed

and transaction efficiency. Their findings align with TAM 2 in analyzing self-service

kiosks at Jollibee Montaña, as they highlight the importance of user experience and

efficiency in shaping customer satisfaction. Additionally, their study suggests that

enhancing kiosk functionality, such as adding real-time order tracking or faster

processing, can increase perceived usefulness and customer retention.

Similarly, Le Phuong et al. (2020) demonstrated that perceived usefulness

directly influences user satisfaction and loyalty, as customers value kiosks primarily

for their efficiency in reducing service time. Their research found that when users

perceive kiosks as time-efficient and highly accurate, they are more likely to adopt

and eventually rely on the technology. TAM 2 asserts that when users believe

technology is easy to use and beneficial, they are more likely to embrace it,

reinforcing the role of self-service kiosks in improving time efficiency and customer

satisfaction.

Another key theory supporting this study is the Expectancy-Disconfirmation

Model (EDM), which provides a framework for understanding customer satisfaction

by analyzing the gap between expected and perceived service performance (Zhang
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et al., 2021). Originally developed in consumer behavior research, EDM suggests

that customer satisfaction occurs when perceived performance meets or exceeds

expectations (positive disconfirmation), whereas dissatisfaction arises when actual

service falls short of expectations (negative disconfirmation).

According to Zhang et al. (2021), customer satisfaction with services is shaped

not only by actual performance but also by prior expectations. This means that

accurately assessing customer satisfaction requires evaluating both expectations

and experience. Cai and Chi (2021) expanded the application of EDM by exploring

how visual cues, such as food images, influence customer expectations in

restaurants. Their findings indicated that when pre-consumption expectations align

with experience, satisfaction and customer loyalty increase. Conversely, when

expectations are not met, customers experience negative disconfirmation, leading to

dissatisfaction and reduced trust in the brand.

Time efficiency plays a central role in expectation disconfirmation. In fast-food

settings, customers expect quick transactions, and if kiosks fail to reduce queueing

time, ordering time, line for payment or waiting time, they may experience negative

disconfirmation, leading to dissatisfaction. On the other hand, when kiosks perform

efficiently and meet customer expectations for fast service, positive disconfirmation

occurs, enhancing satisfaction and increasing the likelihood of repeat usage (Zhang
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et al., 2021). This aligns with EDM, as it highlights how self-service kiosks

must fulfill expectations of efficiency to ensure customer satisfaction.

By combining TAM 2 and EDM, this study aimed to examine the correlation

between the operational efficiency of kiosk usage and customer satisfaction at

Jollibee Montaña. Specifically, it investigated how self-service kiosk adoption

influenced customer expectations regarding time efficiency, queueing time, ordering

time, line for payment and waiting time leading to satisfaction or dissatisfaction.

Through this approach, the study provided a comprehensive understanding of the

factors that drive operational efficiency and customer satisfaction in self-service

technology.

Conceptual Framework

This study examined the relationships among demographic profiles, kiosk

efficiency, and customer satisfaction within self-service kiosks at fast-food

establishments. The independent variable in this study is demographic profiles (age

and gender), as these factors are analyzed to understand their influence on customer

interactions with kiosks.

The study also examined customer satisfaction, which was assessed through

smooth ordering processes, speed of service, accuracy of orders, ease of use, and

usefulness. These factors are influenced by both demographic characteristics and

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time efficiency, as customer experiences with kiosks vary depending on their age,

gender, and expectations for fast service. The output of the study was an

improvement plan that focused on optimizing queueing time, ordering time, line for

payment, waiting time, and total transaction time, ultimately leading to a faster, more

seamless, and user-friendly self-service experience at Jollibee Montaña.

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Conceptual Paradigm

Figure 1.1 Conceptual Paradigm

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Statement of the Problem

The study was conducted to determine the correlation between operational

efficiency and customer satisfaction related to kiosk usage at Jollibee Montaña,

Burgos, Montalban, Rizal. Specifically, the following questions were answered

throughout the study.

1. What is the demographic profile of the respondents in terms of:

1.1 Gender

1.2 Age

2. What is the time efficiency of the kiosk by the respondents in terms of:

2.1 Queueing time

2.2 Ordering time

2.3 Line for Payment

2.4 Waiting time (order received)

2.5 Total transaction time

3. What is the customer satisfaction on kiosk usual responses in terms of:

3.1 Smooth Ordering Process

3.2 Speed of Service

3.3 Accuracy of Order

3.4 Ease of Use

3.5 Usefulness
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4. Is there a significant relationship in the time efficiency by the respondents when

grouped according to profile?

5. Is there a significant relationship in customer satisfaction with kiosk usage when

grouped according to profile?

6. Is there a significant relationship between customer satisfaction and time

efficiency?

7. Is there a significant difference between the kiosk's time efficiency and customer

satisfaction with kiosk usage by the respondents?

8. What improvement plan can be formulated based on the results of the study?

Hypothesis

The following are the proposed hypotheses in this study:

Hypothesis 1:

H : There is no significant relationship in the efficiency of kiosks as perceived

o

by the respondents when grouped according to profile.

Hypothesis 2:

H : There is no significant relationship in customer satisfaction with kiosk

o

usage when grouped according to profile.

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Hypothesis 3:

H : There is no significant relationship between customer satisfaction and time

o

efficiency

Hypothesis 4:

H : There is no significant difference between time efficiency and customer

o

satisfaction related to kiosk usage at Jollibee Montaña, Burgos, Montalban, Rizal.

Scope and Delimitation of the Study

This study was conducted specifically at the Jollibee branch located in

Montaña, Burgos, Montalban, Rizal, and focused on evaluating operational

efficiency, particularly time efficiency, and customer satisfaction in relation to the use

of self-service kiosks. The scope was limited to customers who had personally and

individually interacted with the self-service kiosks during the defined data collection

period. Customers who had not used the kiosks, or who had used them in groups or

with assistance, were excluded to ensure accurate and independent assessments of

kiosk usage. Data collection was conducted over the course of three consecutive

days, specifically during peak hours from 11:00 AM to 1:00 PM. On Friday, 14

respondents participated; on Saturday, 18 respondents; and on Sunday, 28

respondents, resulting in a total population size of 60 individuals. The study was

delimited to this specific fast-food branch and did not include other Jollibee locations
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or other establishments using similar kiosk systems. It also did not cover long-term

customer behavior or satisfaction beyond the immediate kiosk interaction. By

narrowing the scope to a defined timeframe and specific customer group, the study

aimed to generate focused insights into the effectiveness of self-service kiosks in

enhancing customer convenience and service efficiency at this location.

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Vicinity Map

Figure 1.2: Vicinity Map of Jollibee XRC Square, Montaña, Montalban

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Significance of the Study

This study will be beneficial to the following:

Jollibee Management. This study provides valuable insights to improve the

quality of service by providing feedback from customers about kiosk usage, improving

operational efficiency and profitability.

Customers. The study enhances the customer experience by focusing on

ease of use, speed, and order accuracy at self-service kiosks, aiming for a smoother

and more efficient ordering process that can increase satisfaction and loyalty.

Future Entrepreneurs. This study presents important insights into the

advantages and challenges of implementing self-service technologies, thereby

assisting aspiring entrepreneurs in making informed and strategic decisions for their

future business ventures.

Business Owners. This study provides valuable insights into the benefits and

challenges of integrating self-service technologies, enabling aspiring business

owners to make informed decisions for their future operations.

Quick Service Industry. It offers insights into improving ordering systems for

quick service businesses, helping them stay competitive and align with market trends.

Local Community and Economy. A customer-centric approach could drive

more visitors to the Jollibee branch in Montaña, Burgos, Montalban, Rizal, supporting

local economic growth.

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Future Researchers. This study provides foundational insights into consumer

behavior, technology adoption, and operational management in the quick-service

industry, serving as a valuable reference for further research on self-service kiosks.

Definition of Terms

For a better understanding of the study, the following terms are defined in the

context of this research.

Accuracy of Order - The degree to which the kiosk processes and completes

orders correctly, it is about minimizing errors in transactions.

Adoption - The process by which individuals begin to use and accept a new

technology, such as self-service kiosks. It involves factors like ease of use, perceived

benefits, and social influence.

Allocation - Refers to the process of distributing resources, assets or

responsibilities among different individuals, groups, or projects.

Behavioral Intention - A user’s likelihood or willingness to continue using a

system or technology based on their experience and satisfaction. It's based on their

attitudes, subjective norms, and perceived behavioral control.

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Capacitive - A type of touchscreen technology that detects touch through

electrical properties, offering high sensitivity and durability.

Cognitive load - The mental effort required to understand and use a system,

such as navigating self-service kiosks.

Cronbach Alpha - Is a statistic used to measure the internal consistency or

reliability of a set of items in a test or survey.

Customer satisfaction - The fulfillment of a customer's needs, expectations,

or desires, resulting in a sense of happiness or approval with a product or service.

It's about the overall experience, not just receiving the product.

Efficiency - The extent to which resources such as time, effort, or cost are

used effectively to achieve a desired result or outcome. In the context of a kiosk, it

means minimizing customer satisfaction. It's optimizing the process, not just offering

choices.

Expectancy-Disconfirmation Model (EDM) - A theory that explains

customer satisfaction based on the comparison of expectations and actual

performance. Positive confirmation occurs when the actual performance exceeds

expectations, leading to satisfaction, while negative confirmation arises when

expectations are not met, resulting in dissatisfaction.

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High-traffic - A Jollibee store located in a high-traffic area such as near

schools, malls, business districts, transportation, and tourist attractions attract a large

volume of customers.

Human-Computer Interaction (HCI) - The study of how users interact with

computerized systems, such as self-service kiosks.

Kiosk - A self-service station equipped with digital or automated technology

that allows users to perform tasks, access information, or complete transactions

independently, without direct assistance from staff.

Kiosk Interface - The design and layout of the kiosk screen allow customers

to interact with it efficiently. A well-designed interface ensures ease and navigation,

clear information presentation, and efficient task completion.

Latency - The delay or time the kiosk takes to process inputs and display

outputs affects user satisfaction.

Line for Payment - Refers to a queue or waiting line where individuals wait

their turn to complete a payment transaction.

Operational Efficiency - The ability of an organization to deliver services

effectively while minimizing waste or unnecessary effort. For self-service kiosks,

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operational efficiency involves processing orders quickly and accurately with minimal

technical issues.

Order Accuracy - A key factor in both customer satisfaction and operational

efficiency, refers to the system's ability to process and deliver orders correctly.

Order Received - This interval is a crucial component of the overall lead in

supply chain and order management processes.

Ordering Time - Refers to the duration between the initiation of a purchase

order and the receipt of the ordered goods or service.

Perceived Ease of Use - The degree to which a person believes that using a

system or technology will be free of effort.

Perceived Usefulness - In the Technology Acceptance Model, this refers to

the extent to which a person believes using a particular system enhances their job

performance or overall experience.

Queueing - The time spent waiting in line for service or action.

Queueing Time - Often referred to as waiting time, is a key concept in

queueing theory.
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Quick-Service Restaurant (QSR) - A category of restaurants that provides

fast-food and quick service to customers. QSRs prioritize speed and convenience,

often incorporating technologies like self-service kiosks to improve efficiency.

Self-service - A system that enables customers to independently perform

tasks or access services without direct assistance from staff.

Self-service Kiosks - Interactive, computerized systems that allow customers

to perform services or transactions without the need for direct interaction with staff.

In this study, the kiosks at Jollibee Montaña allow customers to place their orders

independently.

Speed of Service - A factor in customer satisfaction, referring to how quickly

orders are processed and delivered.

Streamline - To make an organization or system more efficient and effective

by employing faster or simpler working methods.

Technology Acceptance Model (TAM) - A framework that helps explain how

users come to accept and use new technology. It focuses on perceived ease of use

and perceived usefulness as the main factors influencing technology adoption.

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Total Transaction Time - This encompasses all phases involved in the

transaction process, including any waiting periods, processing time and order

received.

User Experience (UX) - The overall experience and satisfaction a person has

when interacting with a product or system, including ease of use, efficiency, and

enjoyment.
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Chapter 2

RELATED LITERATURE AND STUDIES

This section reviews existing literature and studies to provide an

understanding of the correlation between operational efficiency and customer

satisfaction in self-service kiosks. It examines relevant theories, studies, and

frameworks that highlight the significance of kiosk technology in the fast-food

industry, focusing on its impact on service quality and customer experience.

Local Literature

Self-service kiosks have increasingly become a cornerstone of operational

efficiency in the fast-food industry. According to Yaranon (2021), kiosks significantly

improve operational efficiency by expediting service transactions and reducing the

need for manual labor. The fast transaction processing minimizes waiting time (order

received), contributing to enhanced performance and customer satisfaction. Reyes

(2024) supports this by noting that kiosks streamline operations through reduced

labor costs, improved order accuracy, and the ability for customers to independently

customize their orders. Similarly, De Jesus et al. (2024) emphasize that kiosks reduce

errors and wait times, ultimately enhancing efficiency by removing the need for

human intervention. These findings confirm that self-service kiosks are vital tools for

increasing speed, reducing delays, and optimizing workflows in fast-food operations.

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Beyond efficiency, kiosks directly influence specific time-related factors that

shape customer experience. Yaranon (2021) highlights that kiosks reduce long

queues by allowing customers to place orders at their leisure, thereby improving

queueing time. This reduction in line congestion plays a key role in faster service

delivery and contributes to greater transaction fluidity. Although no direct focus was

found on ordering time or line for payment, the cumulative reduction of waiting and

queueing durations results in an overall improvement in the customer’s perceived

time efficiency. This aligns with Reyes’ (2024) observation that kiosks accelerate

service processes by reducing delays and giving customers control over their orders,

which contributes indirectly to shorter waiting times.

Customer satisfaction is closely tied to ease of use, speed, and accuracy—all

key benefits offered by self-service kiosks. De Jesus et al. (2024) state that

customers report higher satisfaction levels when using kiosks due to their user-

friendly nature and the speed with which transactions are completed. They also found

that eliminating the need for human assistance made the ordering process more

convenient. Moreover, Reyes (2024) emphasizes the importance of designing kiosks

to be intuitive and accessible, noting that not all users are comfortable with

touchscreen technology. To improve ease of use and ensure broader adoption,

Reyes recommends incorporating multilingual support and intuitive interfaces. The

increased accuracy of orders and reduced reliance on staff contribute not only to a
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smoother service but also to a more satisfying dining experience, reinforcing the

usefulness of kiosks in the fast-food industry.

Foreign Literature

The self-service kiosks are a crucial factor in determining their effectiveness

in improving operational and time efficiency. According to Tillster (2020), more than

65% of customers expressed a preference for visiting restaurants that offer self-

service kiosks. Furthermore, even when kiosk and cashier lines are of equal length,

30% of customers still choose kiosks, highlighting a strong preference for autonomy

and efficiency. These findings emphasize that kiosks play a vital role in reducing

queueing frustration and improving the overall customer experience in quick-service

restaurants.

The study by Miladinovic and Fanals (2022), the deployment of self-service

kiosks has significantly increased, especially during the COVID-19 pandemic, as

businesses sought to reduce face-to-face interactions and improve service speed.

One of the key advantages of self-service kiosks is their ability to streamline

transactions, reduce wait times, and enhance the overall shopping experience. The

study found that 60% of consumers preferred kiosks over staffed checkouts, and

nearly 50% of customers preferred businesses that offered self-service options,

indicating strong customer trust in kiosks. However, while kiosk usage continues to
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grow, consumer expectations remain high. The same study highlighted that two-

thirds of respondents had encountered a malfunctioning kiosk, and slow processing

times were a common complaint. Poorly maintained or inefficient kiosks can lead to

frustration, discouraging future use and negatively impacting the brand’s reputation.

Businesses must ensure that self-service kiosks are optimized for speed, regularly

maintained, and consistently operational to meet consumer expectations. These

findings are highly relevant to the current study, as they emphasize how the

operational efficiency of kiosks directly influences customer satisfaction at Jollibee

Montaña, ensuring that kiosks are fast, user-friendly, and consistently reliable can

enhance customer experience and encourage continued use. By understanding the

role of self-service kiosks, businesses can implement strategies to improve

maintenance, reduce downtime, and optimize self-service technology for a seamless

ordering process.

According to Ossisto (2024), time efficiency is optimizing processes to

complete tasks in the least amount of time without compromising quality. This

involves streamlining workflows, eliminating unnecessary steps, and leveraging

technology to automate repetitive tasks. In the fast-food industry, time efficiency plays

a critical role in operational efficiency, as quick service is a key determinant of

customer satisfaction and business success. Self-service kiosks have been

introduced in fast-food establishments to improve time efficiency by reducing queue

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times and expediting the ordering process. By allowing customers to place orders

directly through an automated system, kiosks eliminate delays associated with

traditional cashier-based transactions. According to Ossisto (2024), utilizing

technology to automate service operations enhances productivity and minimizes wait

times, ultimately leading to a smoother and faster customer experience.

Queue time, or the amount of time a customer spends waiting before being

served, plays a crucial role in time efficiency, which is a key aspect of operational

efficiency in fast-food establishments. According to Gallimore (2024), queue time

directly affects business performance, as longer wait times lead to customer

frustration and dissatisfaction, while shorter queues enhance service speed and

improve customer retention. Time efficiency is essential in fast-food operations,

where quick service is a major factor in customer satisfaction and repeat business.

Supporting Vizitor’s (2023) findings, self-service kiosks empower customers by

significantly reducing both actual and perceived wait times. The 25% reduction in

checkout times and 35% decrease in perceived wait times highlight the value of giving

customers more control over their experience. By enabling them to manage their own

transactions, kiosks minimize the stress and frustration often linked to long queues,

making the process smoother and more efficient for everyone involved. This aligns

with the growing preference for time-saving, user-friendly solutions in customer

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service. In self-service kiosk systems, minimizing queue time is a primary objective

to improve time efficiency by streamlining the ordering process and reducing delays.

The implementation of self-order kiosks at fast-food restaurants, such as Jollibee

Montaña, seeks to optimize service speed by providing an alternative to traditional

cashier-based ordering.

PYMNTS (2023) emphasized that in the context of the line for payment,

customer satisfaction is more strongly influenced by perceived convenience—such

as access to multiple and preferred payment options—than by speed alone. Their

findings suggest that when customers are offered functional and flexible payment

methods, they are more likely to feel satisfied, even if minor delays occur. This

highlights the importance of enhancing payment interfaces to improve the overall

efficiency of the transaction experience.

Waiting time is also a critical factor influencing customer satisfaction in the

fast-food industry, where speed and efficiency are key expectations. Studies show

that long wait times negatively impact customer experience, often leading to

dissatisfaction and decreased likelihood of returning. According to Fresh Technology

(2024), while 52% of customers are willing to wait up to 30 minutes in a sit-down

restaurant, 76% expect their food to be served within 20 minutes at a fast-food

establishment. Exceeding wait times often leads to lower customer satisfaction and
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a negative perception of service quality. Similarly, POSapt (2023) emphasized that

managing customer expectations and streamlining the transition from ordering to

receiving food can greatly improve perceived service quality, reinforcing the

importance of optimizing waiting time in quick-service operations.

To address this issue, many fast-food restaurants have adopted self-service

kiosks and other technological solutions to optimize time efficiency and reduce

customer waiting times. Self-service kiosks allow customers to place their orders

independently, reducing queueing time, ordering time, line for payment and overall

transaction delays. The implementation of systems has been found to enhance

service speed, minimize human errors, and improve customer flow. Additionally,

automated kitchen systems and real-time order tracking displays have contributed to

shorter wait times and a more seamless ordering process (Fresh Technology, 2024).

The adoption of digital solutions and self-service kiosks not only improves time

efficiency but also enhances customer satisfaction, brand reputation, and operational

performance. As fast-food businesses continue to integrate automated ordering

technologies, maintaining an efficient service speed will remain essential in ensuring

customer retention and long-term business success. According to Applova (2024),

the continuous advancements in self-service kiosk technology are providing new

opportunities for businesses to further reduce waiting times and improve customer
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service efficiency. The study highlights how integrated kiosks with AI and machine

learning capabilities can predict peak hours and dynamically adjust operational

strategies, optimizing resources to minimize customer wait times. This further

reinforces the central role kiosks play in boosting operational efficiency, supporting

the idea that technological integration is a key driver of improved customer

satisfaction.

According to (Shahril et al., 2021), several factors play a crucial role in

determining customer satisfaction with self-service kiosks in Quick Service

Restaurants (QSRs) in Klang Valley. The study focuses on how ordering speed,

convenience, menu design, and order accuracy influence customers perceptions of

the kiosk experience. It was found that when customers perceive kiosks as efficient

in processing orders quickly, providing an easily navigable menu, and ensuring

accurate orders, their level of satisfaction increases significantly. Furthermore, the

survey found that the simplicity of using the kiosks, especially during peak hours,

contributes to a more efficient and satisfying experience. This finding suggests that

for customers, the perceived ease of using the kiosk directly correlates with their

overall satisfaction.

Customers who find the process intuitive are more likely to appreciate the

kiosk’s role in improving their dining experience. The study also explores how
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customer preferences and expectations shape their satisfaction with kiosk usage.

Shahril et al. (2021) noted that a well-designed interface, which simplifies the ordering

process and enhances menu visibility, positively affects customer satisfaction.

Moreover, when customers feel they are in control of their order and can customize

it easily via the kiosk, they are more likely to report higher levels of satisfaction. This

reinforces the idea that QSRs need to prioritize both functional and design aspects

of kiosks to meet customer expectations effectively. The findings of this study indicate

that a focus on improving kiosk efficiency and user-friendliness can greatly influence

customer loyalty and overall satisfaction with the dining experience.

Rastegar et al. (2021) conducted a study titled “The Adoption of Self-Service

Kiosks in Quick-Service Restaurants” which investigates the factors influencing

customers’ decisions to use self-service kiosks (SSKs) in quick-service restaurants.

This study utilized a model combining the Technology Acceptance Model (TAM) and

the Satisfaction Model to analyze variables such as trust, self-efficacy, perceived

ease of use, perceived usefulness, and customer satisfaction. The findings revealed

that perceived usefulness, ease of use, and trust significantly impact customers

behavioral intentions toward using kiosks.

Additionally, satisfaction and perceived value were identified as key

determinants influencing the continued use of SSKs. These insights are highly
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relevant to the present research as they highlight the technological and psychological

factors affecting customer satisfaction and operational efficiency, particularly in the

context of quick-service environments like Jollibee Montaña.

Na et al. (2021) stated that fast-food restaurant operators should consider

implementing self-order kiosks to reduce product costs while enhancing cost-

effective value through differentiated pricing strategies for menu items ordered and

paid for via kiosks. The use of kiosks directly contributes to operational efficiency by

streamlining the ordering and payment process, reducing labor costs, and improving

service speed. By automating tasks that were previously done manually, kiosks help

improve operational workflows, allowing staff to focus on food preparation or other

essential tasks. Additionally, kiosks help minimize human error, which further

optimizes restaurant operations and ensures accurate order fulfillment, thereby

increasing overall efficiency in the service process.

Local Studies

Samaniego et al. (2023) reported that ordering kiosks were the most frequently

used technological advancement in food outlets, with 42.74% of respondents

acknowledging their use. This high adoption rate reflects customers’ growing reliance

on kiosks to minimize physical queues in fast-food chains. Unlike traditional counters

where customers wait in a single line, kiosks distribute customer flow by allowing
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multiple individuals to place orders at once. This parallel process significantly reduces

queue congestion, particularly during peak dining hours, and ensures that customers

spend less time standing in line. In high-volume locations, this translates into shorter

wait times before order placement and smoother overall operations. The ability of

kiosks to alleviate crowding not only improves customer experience but also allows

staff to focus on meal preparation and delivery, enhancing workflow within the

establishment.

According to Castillo et al. (2020), the implementation of self-service kiosks

led to a notable reduction in ordering time in fast-food chains. The study observed

that the average time customers spent placing an order decreased because digital

interfaces allowed quicker item selection, customization, and confirmation. Unlike

face-to-face interactions, where conversations or indecision could delay the process,

kiosks provided a clear, visual display of the menu, enabling faster decision-making.

Additionally, the autonomy given to customers meant they could proceed at their own

pace without pressure from other patrons or staff. Castillo et al. emphasized that this

system not only accelerated service but also empowered customers, making them

more comfortable and efficient in navigating their transactions.

Castillo et al. (2020) further explained that self-service kiosks integrated

payment options directly within the ordering system, eliminating the need for a
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separate line to pay. This consolidation allowed for seamless transactions in one

continuous step—from selecting items to completing the purchase—thereby

speeding up the entire process. With fewer touchpoints, the potential for delays

caused by cashier availability or long lines at payment counters was greatly reduced.

In addition, digital payment through kiosks helped lessen physical contact, which

became particularly relevant in maintaining hygienic practices in the post-pandemic

period. This integration greatly contributed to operational efficiency, as both order

placement and payment were executed without the need for staff assistance,

reducing labor pressure on the counter crew.

Castillo et al. (2020) also observed that once an order was placed through a

kiosk, it was immediately relayed to the kitchen through a centralized system, thereby

cutting down the communication lag that often occurred with traditional ordering. In

manual setups, orders may be relayed late due to cashier queues or human error,

causing extended waiting times. With kiosks, digital accuracy and real-time

transmission helped kitchen staff begin preparing meals almost instantly after

submission. This timely communication helped reduce the total transaction time

customers waited for their meals to be served, ensuring a smoother and faster service

experience. The reduction in waiting time also increased table turnover rates, which

is crucial in fast-paced environments like fast-food chains.

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Combining the efficiencies in ordering, payment, and food preparation, Castillo

et al. (2020) concluded that the total transaction time—defined as the entire duration

from entering the store to receiving the order—was substantially shortened with the

use of kiosks. The study noted that this time-saving benefit was especially apparent

during peak periods, where multiple kiosk terminals allowed for the simultaneous

handling of several customers. With reduced delays at every touchpoint, fast-food

chains were able to serve a greater number of customers within the same time frame,

ultimately increasing their operational throughput and customer satisfaction. The

research strongly supports the idea that self-service kiosks enhance the speed and

efficiency of the entire dining experience from start to finish.

Dizon (2023) highlighted that a smooth ordering process is one of the key

factors influencing customer satisfaction in fast-food environments. Respondents in

her study reported a preference for kiosks over traditional counter interactions, citing

that the kiosk system reduced confusion, enabled order review, and allowed for easy

navigation. These features created a more controlled environment for users, giving

them a sense of autonomy and comfort. Despite occasional system glitches,

customers still favored kiosks because they eliminated the pressure of having to

explain orders to staff or rush during busy hours. The availability of images, item

descriptions, and customizable options provided a comprehensive and organized

ordering experience, thereby reducing stress and increasing user satisfaction.

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The speed of service, according to Castillo et al. (2020), was one of the most

positively impacted service elements after the adoption of kiosks. Because kiosks

enabled faster ordering and instant communication with the kitchen, customers

experienced shorter wait times and quicker service fulfillment. This was especially

evident during high-traffic periods such as lunch and dinner rushes, where traditional

counters struggled to keep up with demand. By reducing service time, fast-food

chains were better equipped to handle large volumes of customers efficiently, thereby

minimizing frustration and improving the overall customer experience. Speed of

service is a primary driver of loyalty in the fast-food industry, and kiosks have proven

to be effective in fulfilling this expectation.

Castillo et al. (2020) also emphasized the role of kiosks in improving order

accuracy. By allowing customers to personally select and confirm their orders, the

chances of miscommunication and incorrect entries were significantly reduced. This

level of control helped customers feel more confident that their preferences, such as

specific modifications or combo selections, were correctly recorded. The kiosk

interface, typically supported by visual prompts and confirmation screens, minimized

misunderstandings common in verbal exchanges with staff. Although technical

glitches could occasionally disrupt this accuracy, the study indicated that overall,

kiosks resulted in fewer order errors than traditional methods, contributing to greater

trust in the service process.

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Tamondong et al. (2023) found that most respondents perceived kiosks to be

user-friendly and easy to operate. Their study, conducted among fast-food customers

in Metro Manila, revealed that touchscreen interfaces, guided instructions, and clear

menu categories contributed to a generally positive user experience. However, the

researchers also acknowledged that elderly individuals and persons with disabilities

occasionally faced difficulty using the kiosks, especially when buttons were too small

or screens were unresponsive. This highlights the importance of incorporating

universal design principles to ensure accessibility for all customer segments.

Nonetheless, the majority of users found kiosks to be intuitive and efficient tools for

placing orders.

In the same study, Tamondong et al. (2023) observed that customers widely

regarded kiosks as useful innovations that enhanced their dining experience. The

systems offered convenience by eliminating long waits, reducing errors, and enabling

faster service. Respondents appreciated being able to browse menus at their own

pace, customize orders, and complete transactions without staff involvement. The

usefulness of kiosks was also evident in how they reduced operational strain on staff,

allowing human resources to be redirected to food preparation and customer support.

These benefits contributed to a more streamlined and satisfactory experience for both

customers and service providers.

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Samaniego et al. (2023) emphasized that ordering kiosks were the most

commonly adopted self-service technology, with 42.74% of respondents indicating

their use. In contrast, other innovations such as e-menus (29.84%), reloadable smart

cards (12.50%), and e-table numbers (14.92%) showed moderate levels of adoption,

while robot servers had a 0% usage rate. These findings suggest that while there is

a growing openness to digital enhancements in fast-food settings, kiosks are

currently the most accessible and widely accepted option. Their popularity stems

from their ability to provide convenience, reduce service delays, and improve

customer flow.

However, Dela Peña and Aquino (2023) cautioned that kiosks also present

several challenges. These include accessibility issues for elderly users and persons

with disabilities, who may struggle with the kiosk interface, as well as technical

problems such as frozen screens and system malfunctions. Concerns regarding the

security of financial and personal data were also raised, suggesting a need for more

robust cybersecurity measures.

Supporting this, Dizon (2023) noted that although customers experienced

some difficulties, a significant portion still preferred kiosks over counter service due

to their convenience, speed, and minimal interaction requirement. These findings

highlight that while kiosks have become a central component of fast-food service
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innovation, ongoing refinement in terms of design, maintenance, and security is

essential to maximize their benefits and ensure equitable access for all users.

Foreign Studies

Fast-food restaurants prioritize service speed and operational efficiency to

meet customer expectations, enhance their satisfaction, and maintain

competitiveness. A study by Mahdi et al. (2020) examined the impact of time

administration on service quality in fast-food restaurants, highlighting how structured

time management strategies contribute to faster service delivery and an improved

customer experience. The study emphasized that optimizing workflows, prioritizing

tasks, and minimizing inefficiencies significantly reduce ordering and waiting times,

leading to higher customer satisfaction. These findings are particularly relevant in the

context of self-service kiosks, which aim to enhance efficiency by streamlining the

ordering process and minimizing delays.

In fast-paced dining environments, delays in the ordering process can lead to

long queueing, negatively impacting both service quality and customer retention.

Mahdi et al. (2020) found that restaurants implementing effective time management

techniques were able to streamline operations and reduce transaction times,

ensuring a smoother and more efficient ordering system. This finding aligns with the

present study, which examines how self-service kiosks at Jollibee Montaña contribute
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to time efficiency by reducing queueing time, ordering time, line for payment, and

waiting time. The ability of kiosks to expedite the ordering process reinforces the role

of automation in improving operational efficiency, which in turn enhances customer

satisfaction.

Managing customer expectations regarding waiting time is another critical

factor in determining service satisfaction and operational efficiency. A study by

Caruelle, et al (2023) explored how customers respond to shorter or longer-than-

expected wait times in service encounters, finding that longer-than-expected waits

lead to dissatisfaction, while shorter waits significantly enhance customer

satisfaction. The research introduces the time value perception theory, suggesting

that customers psychologically discount longer waits but fully appreciate the time

saved when service is faster than expected. These insights emphasize the

importance of reducing queueing time, ordering time, line for payment, and waiting

time in fast-food restaurants, where speed of service is a primary expectation. This

perspective aligns with the present study’s objective of examining time efficiency in

self-service kiosks at Jollibee Montaña, Burgos, Montalban, Rizal. By optimizing

transaction speed through automation and digital ordering systems, fast-food

restaurants can enhance the perceived value of service, ensuring efficient operations

and greater customer retention.

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These findings support the assertions of Dezube (2022), who explained that

while age may have a minor influence on task efficiency in time-based operations

such as payment processing, the impact is often negligible due to standardized

procedures. Similarly, Gerson and Himes (2020) emphasized that the minimal effect

of age in service operations like payment queues is a result of uniform systems

designed to minimize performance differences across demographic groups.

Supporting this, Nor Aziati et al. (2021) found that in fast-food environments using

self-service kiosks, perceived waiting time had less influence on customer

satisfaction than the overall user experience and environment. Their study revealed

that even without reducing actual wait times, enhancements in system efficiency and

interface ease significantly boosted satisfaction levels.

Further supporting this connection, Yoon (2023) examined the effects of self-

service kiosk adoption in the restaurant industry in Korea, revealing that kiosks

improved service speed and accuracy, allowing businesses to handle higher

customer volumes with minimal delays. These improvements reflect the enhanced

operational efficiency that kiosks bring by reducing human error and optimizing order

processing. While the study found that kiosks did not significantly reduce the number

of employees, they did lead to wage adjustments, with part-time wages decreasing—

particularly in franchise restaurants—and full-time wages increasing in independent

establishments. This suggests that rather than replacing jobs, kiosks redistribute
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labor costs, ensuring a balance between automation and workforce stability while

maintaining business performance. These findings highlight that the integration of

self-service kiosks not only improves time efficiency but also influences workforce

management, reinforcing their role in the evolving fast-food service landscape.

Prakash et al. (2020) conducted a time and motion study to analyze service

environments, focusing on process durations and their impact on operational

efficiency. When these findings were applied to the self-service kiosk flow, they

became even more relevant. Kiosks streamline workflows by automating the ordering

and payment processes, significantly reducing total transaction time. This reduction

in transaction time is crucial for fast-food operations, as it not only accelerates service

but also enhances overall operational efficiency. The study by Seo (2020) further

supports this by demonstrating how kiosks, through their digital interfaces, expedite

the ordering process by minimizing human intervention and eliminating manual order

entry errors.

Although fast service is appreciated, Ahmad et al. (2020) emphasized that

customer satisfaction is more deeply influenced by trust in service quality—

particularly the accuracy and reliability of orders. Their study found that customers

are more likely to feel dissatisfied if they associate longer waits with potential errors

or inefficiencies, even if the ordering process itself is quick. This highlights the
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importance of delivering consistent and dependable service to build customer

confidence and satisfaction.

Lee, Yen, and Zheng (2023) highlighted that usability issues in self-ordering

kiosks can directly impact the accuracy of customer orders. Their study found that

unclear prompts, poorly placed interface elements, and limited customization options

led to confusion among users, increasing the likelihood of input errors during the

ordering process. These findings suggest that improving the clarity and

responsiveness of kiosk interfaces is essential to ensuring accurate orders and

minimizing mistakes commonly associated with self-service transactions.

Beyond time efficiency, ease of use and perceived usefulness play a

significant role in the success and adoption of self-ordering kiosks. According to Moon

et al. (2022), ease of use is a critical factor in customer satisfaction, as an intuitive

interface, simple payment options, and smooth functionality enhance the user

experience. A well-designed, user-friendly kiosk minimizes complexity, allowing

customers to complete their transactions quickly and efficiently. This directly supports

the idea that reducing ordering time contributes to higher satisfaction, as previously

highlighted in studies on operational efficiency. Mohamed et al, (2024) emphasized

that perceived ease of use plays a vital role in the adoption of self-service technology

in fast-food environments. Their study revealed that when customers find kiosks easy
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to use and convenient, it significantly boosts satisfaction and encourages continued

usage, highlighting the importance of user-friendly interfaces in enhancing the overall

self-service experience.

Self-service kiosks have significantly improved order accuracy in fast-food

restaurants by allowing customers to review and adjust their orders before finalizing

them. According to Amiri et al. (2025), kiosks contributed to enhancing order accuracy

by offering intuitive interfaces that minimized human error. The study found that

customers preferred using kiosks as they could easily verify and customize their

orders, reducing mistakes common in manual ordering.

Jalani et al. (2023) also highlight the importance of ease of use in self-service

technologies, noting that simplifying interfaces and minimizing procedural bottlenecks

are crucial for enhancing customer satisfaction. Their study emphasizes that

especially for users who may be unfamiliar with technology, such as older individuals,

reducing complexity in the system leads to a smoother experience. This ease of

interaction fosters greater satisfaction, regardless of external time factors, and

encourages wider adoption of self-service solutions.

In addition to ease of use, Moon et al. (2022) also emphasize the importance

of perceived usefulness in driving customer adoption of kiosks. Customers value

kiosks for their ability to save time, improve order accuracy, and provide contactless
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interactions—factors that align with the growing demand for efficiency and

convenience in fast-food service. The COVID-19 pandemic further intensified the

need for self-service solutions, reinforcing the relevance of kiosks in modern dining

experiences. Customers who perceive these systems as beneficial are more likely to

continue using them, highlighting the strong link between usefulness, satisfaction,

and long-term adoption.

A survey conducted by Revenue Management Solutions (2023) revealed that

while 41% of the overall population prefers ordering from a kiosk at quick-service

restaurants (QSRs), younger generations, particularly 67% of Gen Z and 58% of

Millennials, exhibit a stronger preference for self-order kiosks. In contrast, only 17%

of Baby Boomers and 37% of Gen X preferred ordering through kiosks. The study

also found that households with children are more likely to use kiosks compared to

those without. This data underscores the growing popularity of self-order kiosks

among younger consumers, highlighting their preference for a faster and more

autonomous dining experience.

Despite these advantages, introducing self-ordering kiosks still presents

challenges, particularly due to the lack of standardized ordering software. Mahmood

et al. (2024) note that while self-service kiosks reduce the risk of face-to-face service

failures and provide a smoother ordering experience, their adoption is still evolving.
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The absence of universal software solutions means that businesses must navigate

different technological implementations, which could impact consistency in the

customer experience. However, as more restaurants recognize the benefits of

automation in improving time efficiency, service accuracy, and customer satisfaction,

self-ordering kiosks are expected to play an increasingly vital role in shaping the

future of fast-food service.

Synthesis

The collective findings from both local and foreign literature consistently

underscore the pivotal role of self-service kiosks in enhancing operational efficiency

and customer satisfaction within the fast-food industry. These kiosks significantly

streamline service processes by reducing queueing time, ordering time, payment line

delays, and overall waiting time—contributing to improved Time Operational

Efficiency.

Locally, studies by Yaranon (2021), Reyes (2024), and De Jesus et al. (2024)

emphasize the ability of kiosks to expedite transactions, reduce manual labor, and

enhance customer autonomy, leading to improved service delivery and satisfaction.

This is echoed in foreign literature such as Tillster (2020), Ossisto (2024), and

Miladinovic and Fanals (2022), which highlight growing consumer preferences for
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kiosks due to speed, convenience, and reliability. However, they also point out that

kiosk malfunctions or inefficient maintenance can negatively affect user experiences.

A prominent theme across studies is the influence of kiosks on specific

components of time efficiency. Research by Samaniego et al. (2023) and Castillo et

al. (2020) reveals that self-service systems reduce physical queues and transaction

delays through integrated ordering and payment interfaces. Similarly, foreign studies

by Gallimore (2024) and Fresh Technology (2024) confirm that shorter perceived and

actual wait times, facilitated by kiosk use, result in higher customer retention and

satisfaction.

In terms of customer satisfaction, the reviewed literature identifies three critical

factors: ease of use, speed of service, and usefulness. Studies from both local (e.g.,

Dizon, 2023; Tamondong et al., 2023) and international sources (e.g., Moon et al.,

2022; Amiri et al., 2025) suggest that kiosks are valued for their intuitive interfaces,

error-reducing capabilities, and ability to empower users through personalization and

order control. However, accessibility issues for certain demographics and interface

design flaws remain areas needing improvement.

Finally, the integration of technology, including AI-driven kiosks and real-time

order tracking systems, as noted by Applova (2024) and Prakash et al. (2020),

represents a future-forward solution to meet evolving customer expectations. These

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innovations not only boost speed and accuracy but also support staff efficiency by

reallocating labor to food preparation and customer support roles.

In summary, the reviewed literature strongly supports the idea that self-service

kiosks are transformative tools in fast-food service, empowering customers and

optimizing operations through improved time efficiency, user satisfaction, and overall

service quality. Continuous development in kiosk design, accessibility, and

maintenance will be essential to sustaining these benefits across diverse customer

groups.
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Chapter 3

METHODOLOGY

This part of the research presents a detailed discussion of the research design,

population and sampling, research instrument, the process of instrument validation,

data gathering procedure, and the statistical methods for data analysis.

Research Design

This study, entitled “Determining the Operational Efficiency and Customer

Satisfaction of Kiosk Usage at Jollibee Montaña, Burgos, Montalban, Rizal,”

determined the factors influencing operational efficiency, focusing on the time

efficiency of self-service kiosks and customer satisfaction.

The research used a quantitative correlational design to analyze data collected

from customers who interacted with the self-service kiosks at Jollibee Montaña,

Burgos, Montalban, Rizal. The study focused on evaluating the operational efficiency,

specifically the time efficiency of the kiosks in terms of queueing time, ordering time,

line for payment, waiting time for order received and total transaction time as well as

assessing customer satisfaction in terms of the smooth ordering process, speed of

service, accuracy of orders, ease of use, and usefulness.

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Population and Sampling

The respondents of this study comprised customers who had personally

utilized the self-service kiosks at Jollibee Montaña, Burgos, Montalban, Rizal. Data

collection took place over three consecutive days, Friday with 14 respondents,

Saturday with 18 respondents and Sunday with 28 respondents. During peak hours

(11:00 AM to 1:00 PM), researchers used the population size, resulting in a total of

60 respondents. The study assessed customer satisfaction while also evaluating time

operational efficiency, queueing time, ordering time, line for payment, waiting time

and total transaction time.

Respondents of the Study

The researchers initially conducted the survey outside the premises of Jollibee

Montaña while awaiting formal approval. Respondents were selected based on

population size, specifically targeting customers who had interacted with the self-

service kiosks. Prior to participation, each respondent was oriented on the purpose

of the study, informed that their involvement was voluntary, and assured of the

confidentiality of their responses. A printed consent form was provided, and only

those who signed the form were included in the survey.

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Research Instrument

This study utilized a time and motion study observation for time efficiency. The

researcher-conducted time and motion study, adapted from Prakash, C., et al.

(2020), involved direct observation of the kiosk operations. The study examined

operational efficiency, with a particular focus on time efficiency, by measuring the

time taken for each phase of customer interaction, including queueing time, ordering

time, line for payment, waiting time (order received), and total translation time.

Through the analysis of these time intervals, the researcher assessed and enhanced

the operational efficiency of the kiosks, specifically in terms of time efficiency. A Likert

scale was used for customer satisfaction to evaluate the self-service kiosks at Jollibee

Montaña. The use of the Likert scale was supported by research conducted by Dela

Peña and Aquino (2023) and Najihah, N., et al. (2024), both of which successfully

achieved the objectives of their respective studies. Following data collection, the

responses from eligible respondents were analyzed.

Time efficiency was observed directly by the researchers through real-time

measurements of the following factors:

1. Queueing Time: The time spent by respondents waiting in line before reaching

the kiosk to place their order.

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2. Ordering Time: The amount of time it takes for respondents to complete the

ordering process once they begin interacting with the kiosk.

3. Line for Payment: The time respondents spend in queue to make their

payment after placing the order.

4. Waiting Time (Order received): The time respondents spend waiting to claim

their order after completing the transaction.

5. Total Transaction Time: The total transaction time from when the respondents

join the queue until they receive their order.

The researcher adapted the survey questionnaire, based on Najihah, N., et al.

(2024) and Dela Peña and Aquino (2023), which included questions about the

demographic profile of the respondents. The first section of the questionnaire

contained statements that determined the respondents’ perceptions of customer

satisfaction. A four-point Likert scale was used to measure responses, with the

following descriptions:

Table 3.1 Likert scale for Customer Satisfaction

Score Verbal Description Interpretation

4 Strongly Agree Strongly Satisfied

3 Agree Satisfied
2 Disagree Dissatisfied
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1 Strongly Disagree Strongly Dissatisfied

A Likert scale was a widely used measurement tool that allowed respondents

to express their level of satisfaction with specific statements. It typically offered

multiple response options, ranging from strongly satisfied to strongly dissatisfied,

depending on the nature of the statement. For this study, a four-point Likert scale

was used to evaluate customer satisfaction with the self-service kiosks at Jollibee

Montaña, located in Burgos, Montalban, Rizal. The scale was designed to align with

the study's objectives:

Part I: Perceptions on Customer Satisfaction

The following scale measured satisfaction levels regarding the customer’s overall

experience with the kiosks.

 Score 4: Strongly Agree – The respondent is extremely pleased with the kiosk

usage.

 Score 3: Agree – The respondent is pleased with the kiosk usage.

 Score 2: Disagree – The respondent is displeased with the kiosk usage.

 Score 1: Strongly Disagree – The respondent’s expectations for the kiosk

usage were rarely or never met.

The scale was applied to evaluate the following aspects:

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Customer Satisfaction

o Smooth ordering process

o Speed of service

o Accuracy of orders

o Ease of Use

o Usefulness

This structured approach provided a comprehensive understanding of

customer satisfaction in the context of kiosk usage.

Validation of Instrument

The researcher-made survey questionnaires, adapted from Najihah, N., et al.

(2024) and Dela Peña and Aquino (2023), were reviewed and validated by

designated evaluators from CTFCAI. The questionnaire items were sourced from

previously published studies, with proper authorization, ensuring adherence to ethical

standards and relevance to the present research. A four point Likert scale was

employed, supported by related literature and aligned with similar tools used in past

studies. To test the internal consistency and reliability of the instrument, a pilot test

was conducted involving 10 respondents who were not included in the actual data
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gathering. The reliability coefficient was determined using Cronbach’s Alpha, with

guidance from a teacher specializing in Accountancy, Business, and Management.

Table 3.2 Result of Cronbach’s Alpha

K k-1 Sum of the Variance Total Alpha

A. Smooth Ordering 5 4 1.39 3.25 0.72

Process

B. Speed of Service 5 4 2.92 9.56 0.87

C. Accuracy of Order 5 4 1.40 2.96 0.77

D. Ease of Use 5 4 1.32 3.24 0.74

E. Usefulness 5 4 1.27 3.09 0.74

Legend: α > 0.9 – Excellent; α > 0.8 – Good; α > 0.7 – Acceptable; α > 0.6 – Questionable; α ≥ 0.5 –
Poor

The reliability analysis conducted on the five identified factors namely, Smooth

Ordering Process, Speed of Service, Accuracy of Order, Ease of Use, and

Usefulness demonstrates that each construct possesses an acceptable to high level

of internal consistency, as evidenced by their respective Cronbach’s Alpha

coefficients. Among these, the factor Speed of Service yielded the highest reliability

score with a Cronbach’s Alpha of 0.87, indicating excellent internal consistency and

suggesting that the items comprising this factor are strongly interrelated and

effectively capture the intended construct. This was further supported by a sum of the
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variance of 2.92 out of a total variance of 3.36. The factor Accuracy of Order followed

with an Alpha value of 0.77, also reflecting good reliability, alongside a variance sum

of 1.14 from a total of 2.96. Both Ease of Use and Usefulness registered a Cronbach’s

Alpha of 0.74, signifying acceptable reliability standards, with summed variances of

1.32 and 1.27 out of total variances of 3.24 and 3.09, respectively. Although these

values meet the required threshold for internal consistency, there may be a need for

further refinement of the individual items to enhance their cohesiveness. Lastly, the

Smooth Ordering Process factor reported the lowest reliability coefficient at 0.72,

which, while still within the acceptable range, indicates relatively lower internal

consistency compared to the other constructs. It exhibited a variance sum of 1.39

from a total of 3.25. In summary, the findings affirm that all five factors are statistically

reliable for assessing customer satisfaction in the context of kiosk usage, with Speed

of Service demonstrating the highest degree of measurement consistency.

Data Gathering Procedure

In this study, the primary source of information came from customers who had

used the self-service kiosks at Jollibee Montaña, Burgos, Montalban, Rizal. A

personal approach was conducted, where the researchers asked for respondents’

permission to answer the questionnaire. The respondents provided insights into their
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demographic profiles and levels of satisfaction. To collect data efficiently, the

following steps were implemented:

1. Designing the Survey Questionnaire

The researchers prepared a researcher-made survey questionnaire based on

variables outlined in the study's conceptual framework and adapted from

Najihah, N., et al. (2024) and Dela Peña, G. B., et al. (2023).

2. Validation of the Research Instrument

The survey questionnaire was presented to experts for validation to ensure its

relevance, clarity, and alignment with the study objectives

3. Request for Permission

The researchers requested approval from the management of Jollibee

Montaña to conduct the survey within the premises and collect responses from

customers who had interacted with the kiosks.

4. Selection of Respondents

Using population size, the researchers carefully selected random respondents

who had interacted with self-service kiosks.

5. Orientation of Respondents

The researchers notified the respondents about the study's objectives and the

confidentiality of their responses. Respondents were informed that their

participation was entirely voluntary and that they could withdraw at any time.
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6. Consent Form Distribution

Each respondent received a printed consent form outlining the purpose of the

study, their role as respondents, and their rights. Respondents signed the

consent form as confirmation of their willingness to partake in the survey.

7. Survey Distribution

The researchers provided the validated printed survey questionnaires to the

respondents, ensuring they had sufficient time to complete the questions

accurately and without pressure.

8. Collection of Responses

Completed questionnaires were collected from the respondents, ensuring the

required sample size was achieved for a representative analysis.

9. Data Analysis

After gathering the responses, the data was organized and subjected to

statistical analysis to determine the correlation between the demographic

profiles, customer satisfaction, and operational efficiency variables.

Through these carefully designed steps, the researchers ensured a systematic

and reliable data collection process. The findings from the gathered data were

subsequently analyzed and interpreted to propose recommendations for improving

the kiosk system's operational efficiency and customer satisfaction.

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Statistical Treatment

In analyzing the data gathered through the research instrument, the following

statistical tools were employed:

1. Frequency and Percentage

These statistical tools were used to determine the demographic profile of the

respondents (e.g., age, gender). They provided a clear understanding of the

distribution and composition of the respondents in the study.

The formula for percentage:

Where:

% = percentage

f = frequency of a specific response

N = total number of respondents

2. Weighted Mean

The weighted mean is ideal when different items in your dataset have varying

levels of importance or frequency. it allows to measure customer satisfaction and

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operational efficiency based on Likert scale responses, giving more significance to

responses with higher frequencies.

The formula for weighted mean:

Where:

̅=
X Weighted mean

𝑤 = Weight assigned to each response

𝑥 = Value of the response

∑(𝑤×𝑥) = Sum of the product of weights and corresponding scores

∑𝑤 = Total number of responses

3. Pearson’s r (Correlation Coefficient)

This was used to determine the strength and direction of the relationship

between operational efficiency and customer satisfaction.

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The formula for Pearson’s r:

Where:

𝑥 = values of the first variable

y = values of the second variable

n = number of respondents

4. One-way ANOVA (Analysis of Variance)

This was used to determine if there are significant differences in operational

efficiency and customer satisfaction across different demographic groups

The formula for One-way ANOVA:

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Where:

F = F-statistic (used to determine if the differences between groups are

significant)

𝑀𝑆𝑏𝑒𝑡𝑤𝑒𝑒𝑛 = Mean Square Between Groups

𝑀𝑆𝑤𝑖𝑡ℎ𝑖𝑛 = Mean Square Within Groups

Supporting Formulas:

1. The sum of Squares Between (SSB):

Where:

𝑘 = number of groups

𝑛𝑖 = number of observations in group 𝑖

𝑥̅𝑖 = mean of group 𝑖

𝑥̅ 𝑔𝑟𝑎𝑛𝑑 = overall (grand) mean

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[Link] sum of Squares Within (SSW):

𝑋𝑖 = individual observation in group 𝑖

𝑥̅𝑖̇ ˉ= mean of group 𝑖

3. Mean Squares:

N = total number of observations

𝑘 = number of groups
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Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This study analyzed the operational efficiency of the service, particularly in

terms of time, alongside the level of customer satisfaction. The findings of this study

were utilized to propose an improvement plan aimed at enhancing both time

operational efficiency and customer satisfaction. Specifically, the following questions

were answered:

1. What is the demographic profile of the respondents in terms of:

1.1 Gender

1.2 Age?

Table 4.1.1

Frequency Distribution of the Respondents’ Profile in terms of Gender

Profile Frequency Percentage

Gender
Male 34 56.67%
Female 26 43.33%

Total 60 100%

It can be seen from the table 4.1.1 above that the majority of the respondents

are males (f = 34, 56.67%), while the rest are females (f = 26, 43.33%). This
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distribution is expected, as more men than women make up a larger portion of the

sample.

This trend is consistent with the findings of Na et al. (2021), who observed that

males, comprising 165 (51.6%) of the total respondents, demonstrate higher levels

of innovativeness and confidence towards technology. Conversely, females,

representing 155 (48.4%) of the respondents, reported higher levels of discomfort,

which negatively affected their intentions to use the kiosks. This suggests that gender

differences in technology readiness significantly influence kiosk adoption rates.

Table 4.1.2

Frequency Distribution of the Respondents’ Profile in terms of Age

Age (in years) Frequency Percentage

14-22 43 71.67%
23-31 13 21.67%
32-40 1 1.67%
41-49 3 5.00%

Total 60 100%

Table 4.1.2 shows responses from the survey conducted among satisfied

Jollibee customers. The number of respondents according to age was divided into
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four classes: 14–22 years old, 23–31 years old, 32–40 years old, and 41–49 years

old.

Among the respondents, 43 were aged 14–22 years old with a percentile of

71.67%, 13 were aged 23–31 years old with a percentile of 21.67%, 1 was aged 32–

40 years old with a percentile of 1.67%, and 3 were aged 41–49 years old with a

percentile of 5.00%. Given the presentation, the majority of the respondents were

from ages 14–22 years old. As observed during the study, younger individuals tend

to be more comfortable and confident using self-service kiosks due to higher digital

literacy, greater exposure to technology, and their preference for convenience and

speed. On the other hand, older customers were more frequently seen directing at

the cashier counter, likely driven by their preference for face-to-face interaction, lower

familiarity with digital interfaces, or possible challenges with reading or navigating the

kiosk screens.

A study by Revenue Management Solutions (2023), entitled "QSR Ordering:

Millennials, Gen Zers Prefer Kiosks Over In-Person," revealed that younger

generations—specifically Gen Z and Millennials—are more inclined to use self-order

kiosks in fast-food chains compared to older age groups. The study found that 67%

of Gen Z and 58% of Millennials preferred kiosk ordering due to benefits like

customization, reduced pressure, and ease of use. In line with this, young consumers
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are increasingly drawn to digital ordering systems, as they offer a faster and more

autonomous dining experience.

2. What is the time efficiency of the kiosk by the respondents in terms of:

2.1 Queueing time

2.2 Ordering time

2.3 Line for Payment

2.4 Waiting time (order received)

2.5 Total transaction time?

Table 4.2.1

Frequency of time efficiency of the kiosk by the respondents in terms of

queueing time

Queueing Time (in min.) Frequency Percentage

0.00 – 1.49 38 63.33%

1.50 – 2.99 16 26.67%
3.00 – 4.49 5 8.33%
4.50 – 5.00 1 1.67%

Total 60 100%

The data in table 4.2.1reveals that 38 out of 60 respondents (63.33%)

experienced queueing times between 0.00 to 1.49 minutes, indicating that a majority
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of customers encountered minimal wait times before accessing the kiosk. An

additional 16 respondents (26.67%) observe queueing for 1.50 to 2.99 minutes,

which is still considered a relatively short waiting period. Notably, only 6 respondents

(10%) queued for 3 minutes or more, with 5 respondents (8.33%) waiting between

3.00 to 4.49 minutes and 1 respondent (1.67%) waiting between 4.50 to 5.99 minutes.

The minimal queuing times observed may also be influenced by factors such as the

efficiency of the kiosk software. In addition, the majority of respondents are young

and technologically adept may have allowed them to navigate the system more

quickly, reducing delays even though staff assistance was only provided occasionally

during peak hours. These results suggest that the kiosk demonstrates efficiency,

particularly in managing queue flow during peak hours.

Self-ordering kiosks have been shown to significantly reduce queueing times

and improve service flow, especially during high-traffic periods. According to Applova

(2024), the use of kiosks in quick-service settings allows customers to place orders

more quickly and efficiently, minimizing bottlenecks and enabling staff to focus on

order fulfillment. This supports the findings of the present study, where a majority of

respondents experienced minimal queueing time, indicating high time efficiency of

the kiosk system.

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Table 4.2.2

Frequency of time efficiency of the kiosk by the respondents in terms

of ordering time

Ordering Time (in min.) Frequency Percentage

0.23 – 2.06 45 75%
2.07 – 3.90 9 15%
3.91 – 5.74 5 8.33%
5.75 – 7.58 1 1.67%
Total 60 100%

The majority of respondents, specifically 75% (n=45), completed their ordering

process within the shortest time range of 0.23 to 2.06 minutes, indicating that the

kiosk system is generally efficient and user-friendly for most users. Meanwhile, 15%

(n=9) spent between 2.07 and 3.90 minutes, and 8.33% (n=5) took 3.91 to 5.74

minutes, suggesting that a portion of users may have encountered slight delays,

potentially due to unfamiliarity or indecision during the selection process. Only 1.67%

(n=1) required between 5.75 and 7.58 minutes, which may be attributed to order

complexity or technical challenges. The fast ordering times are due to several

reasons, such as the easy to use design of the kiosk, clear instructions on the screen,

a simple menu, fewer distractions while ordering, and the possibility that customers

are getting used to using the kiosks, which helps them order more quickly over time.
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Overall, the results demonstrate a high level of time efficiency during the ordering

stage for the majority of respondents.

A study conducted by Seo (2020) emphasized that the implementation of self-

service kiosks in fast-food restaurants significantly enhances the ordering process by

reducing the time required to place an order, thereby improving customer flow and

increasing satisfaction. Additionally, Prakash et al. (2020) applied a time and motion

study to demonstrate that minimizing process durations in service environments not

only improves operational efficiency but also enhances customer experience by

reducing service delays. These studies collectively underscore the importance of fast

and efficient ordering systems—particularly those utilizing kiosk technologies in

achieving time efficiency, which is the central focus of the present research.

Table 4.2.3

Frequency of time efficiency of the kiosk by the respondents in terms

of line for payment

Line for Payment (in min.) Frequency Percentage

0.19 – 2.08 20 33.33%
2.09 – 3.98 29 48.33%
3.99 – 5.88 7 11.67%
5.89 – 7.78 4 6.67%
Total 60 100%
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The table 4.2.3 presents an analysis of the queuing times for payment. A

majority of respondents (33.33%) experienced relatively short queuing times between

0.19 and 2.08 minutes, suggesting good efficiency in the queuing process. However,

a significant portion (48.33%) spent between 2.09 to 3.98 minutes, pointing to a

potential slowdown during the payment stage. Additionally, a very small percentage

of respondents (11.67%) experienced longer waiting times of 3.99 to 5.88 minutes

and 5.69 to 7.48 minutes with (6.67%), which could indicate congestion during peak

periods. One contributing factor may be the merging of lines for kiosk users and

traditional customers into a single queue directed to the cashier. This setup can cause

delays, especially when kiosk users require final payment processing or assistance.

Combined with other factors such as peak hours, and limited cashier availability, this

line merging likely impacts overall queuing efficiency. Overall, while the kiosk

maintains reasonable queueing times, there is room for improvement, especially in

optimizing the payment stage for better time operational efficiency.

Supporting Vizitor's (2023) findings, self-service kiosks indeed empower

customers by significantly reducing both actual and perceived wait times. The 25%

reduction in checkout times and 35% decrease in perceived wait times highlight the

value of giving customers more control over their experience. By enabling them to

manage their own transactions, kiosks minimize the stress and frustration often linked

to long queues, making the process smoother and more efficient for everyone
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involved. This aligns with the growing preference for time-saving, user-friendly

solutions in customer service

Table 4.2.4

Frequency of time efficiency of the kiosk by the respondents in terms

of waiting time (order received)

Waiting Time (in min.) Frequency Percentage

0.41 – 6.14 23 38.33%
6.15 – 11.88 31 51.67%
11.89 – 17.62 4 6.67%
17.63 – 23.36 2 3.33%
Total 60 100%

The data presented in Table 4.2.4 indicates that a substantial majority of

respondents completed a specific segment of their transaction, presumably the

ordering time within a relatively short duration. Specifically, 51.67% of the

respondents completed the process within the range of 6.15 to 11.88 minutes, while

38.33% completed it even more rapidly, within 0.41 to 6.14 minutes. Collectively,

these figures account for approximately 90% of the respondents, demonstrating a

high level of time efficiency in this phase of kiosk usage. Conversely, only a small

proportion of respondents required more time, with 6.67% falling within the 11.89 to

17.62 minutes range and 3.33% taking 17.63 to 23.36 minutes. These findings
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suggest that the kiosk system effectively facilitates a fast and streamlined ordering

process for the vast majority of users.

A relevant study by Tillster (2020) highlighted that customers using self-

service kiosks in quick-service restaurants reported a 23% increase in satisfaction,

were 19% more loyal, and were 17% more likely to recommend the restaurant

compared to those who did not use kiosks. This suggests that minimizing waiting time

through streamlined kiosk operations significantly enhances the customer

experience. The findings align with the data, where the majority of respondents

completed their transactions swiftly, confirming that the kiosk effectively facilitates a

fast and efficient ordering process.

However, several operational factors may have affected the waiting times

recorded in the data. These include the volume of customer orders during peak hours,

kitchen preparation speed, staff availability, and order complexity. Delays may also

occur when orders are held up by issues with the order notification system such as

when the beeper fails to activate even though the order is ready. This technical glitch

can cause customers to wait longer unnecessarily, as they remain unaware that their

food is available for pickup. These factors should be considered when evaluating the

overall efficiency of the service system.

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Table 4.2.5

Frequency of time efficiency of the kiosk by the respondents in terms of

total transaction time

Total Transaction Time (in min.) Frequency Percentage

2.99 – 9.32 8 13.33%
9.33 – 15.66 35 58.33%
15.67 – 22.00 14 23.33%
22.01 – 28.28 3 5%
Total 60 100%

Table 4.2.5 presents the total transaction time customers spent completing

their transactions through the kiosk system. A significant portion of the respondents

35 out of 60 (58.33%) completed their full transaction in a range of 9.33 to 15.66

minutes, indicating a high level of time efficiency. Another 8 respondents (13.33%)

completed the process even faster, within 2.99 to 9.32 minutes, further affirming the

system’s effectiveness in delivering quick service. However, 14 respondents

(23.33%) took 15.67 to 22.00 minutes, and 3 respondents (5%) spent between 22.01

and 28.28 minutes, suggesting that a small portion of users faced minor delays,

potentially due to unfamiliarity, complexity of order, or system-related potential.

These findings suggest that while the majority of customers benefited from

efficient total service time, improvements can still be made to further streamline the

process and ensure consistency across all user experiences. Such enhancements
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could address user learning curves and technical optimizations to reduce long

interactions.

This observation aligns with the findings of Mahdi, et al (2020), who

emphasized that structured time administration and workflow optimization

significantly reduces service delays and improves overall transaction efficiency in

fast-food operations. They highlighted that minimizing total service time contributes

directly to higher levels of customer satisfaction. Additionally, Caruelle et al (2023)

explained that perceived service speed is crucial in customer satisfaction; when

service is completed faster than expected, customers experience greater satisfaction.

Their research supports the idea that optimizing each phase of the customer journey

from order beginning to food receiving enhances both operational performance and

customer satisfaction.

3. What is the customer satisfaction on kiosk usual responses in terms of:

3.1 Smooth Ordering Process

3.2 Speed of Service

3.3 Accuracy of Order

3.4 Ease of Use

3.5 Usefulness?
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Table 4.3.1

Customer satisfaction on kiosk usual responses in terms of smooth

ordering process

Ordering Process (Questions) Mean Verbal

Interpretation
1. The steps in the ordering process are clear 3.48 Satisfied
and easy to follow.
2. The kiosks performance remains consistent 3.45 Satisfied
throughout the ordering process.
3. The system offers visual and textual guidance 3.38 Satisfied
throughout the entire ordering process.
4. Navigating through the menu options is 3.43 Satisfied
intuitive and effortless.
5. The kiosk’s system is responsive, allowing for 3.27 Satisfied
continuous interaction without delays or errors
Composite Mean 3.40 Satisfied

The data reflected in Table 4.3.1 demonstrates that respondents were

generally satisfied with the smoothness and functionality of the kiosk ordering

process. The item with the highest mean score of 3.48 pertains to the clarity and ease

of the steps in the ordering process, indicating that users found the system

straightforward and user-friendly. The perceived consistency of the kiosk’s

performance throughout the ordering process received a mean score of 3.45,

suggesting that users encountered minimal technical issues, thus contributing to a

seamless customer experience. The item regarding intuitive navigation through menu
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options obtained a mean of 3.43, supporting the notion that the interface is logically

designed and accessible even to first-time users. Additionally, the provision of visual

and textual guidance throughout the ordering process received a mean of 3.38,

implying that the system effectively supports users in completing their transactions

with minimal assistance. The lowest-rated item, with a mean of 3.27, pertains to the

kiosk's responsiveness and ability to allow for continuous interaction without delays

or errors. While this still falls within the "Satisfied" range, it indicates an area where

improvements could enhance overall user experience. Overall, the total mean score

of 3.40 indicates that the respondents were “Satisfied” with the smooth ordering

process provided by the kiosk. This suggests that the system successfully meets

customer expectations in terms of usability, clarity, and operational consistency.

This finding aligns with the study of Jalani et al. (2023), which emphasized

that well-designed self-service technologies particularly those equipped with intuitive

interfaces and responsive guidance systems significantly contribute to a positive

customer experience. Their research underscores the importance of visual and

textual support in digital systems as a means to reduce user confusion and improve

the smoothness of interaction. Thus, the present study’s results regarding the kiosk’s

effective ordering guidance and consistent performance are validated by existing

literature, reinforcing the importance of interface clarity and system responsiveness

in enhancing customer satisfaction.

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Table 4.3.2

Customer satisfaction on kiosk usual responses in terms of speed of

service

Speed of Service (Questions) Mean Verbal

Interpretation
1. The use of self-service kiosks helps save 3.35 Satisfied
time.
2. The use of a kiosk makes it easy to 3.35 Satisfied
browse the menu.
3. The kiosk shows complete information, 3.40 Satisfied
such as meal choices and prices.
4. Using the kiosk during peak hours helps 3.22 Satisfied
reduce long waiting or queuing
5. The kiosk helps reduce language barriers 3.20 Satisfied
between customers and staff.

Composite Mean 3.30 Satisfied

The data presented in Table 4.3.2, demonstrates a generally positive

perception of the effectiveness of self-service kiosks in enhancing the speed of

service. With an overall mean of 3.30 and all individual items receiving a verbal

interpretation of "Satisfied," it is evident that respondents appreciate the benefits

kiosks provide in streamlining service delivery. Notably, the highest-rated statement,

with a mean score of 3.40, indicates that customers particularly value the availability

of complete information such as meal choices and pricing which likely contributes to

quicker and more informed decision-making. Conversely, the lowest-rated item, with
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a mean score of 3.20, pertains to the reduction of language barriers. While it still

reflects a satisfactory response, it may suggest that this benefit is either less impactful

or less frequently experienced. Overall, the findings underscore that self-service

kiosks play a significant role in improving operational efficiency, reducing waiting

time, and enhancing the overall customer experience.

Supporting this data, Dizon (2024) asserts that the speed of service

significantly improves with the use of self-service kiosks, as they allow customers to

place their orders more efficiently and independently, minimizing delays commonly

associated with manual order-taking. In the study conducted at KFC Malanday in

Valenzuela City, both senior and non-senior respondents expressed a high level of

satisfaction with the kiosk system, particularly regarding transaction speed. The

results showed that the kiosks facilitated a smoother and faster customer experience

by streamlining the ordering process and reducing wait times during peak hours.

These findings closely align with the present data, reinforcing the conclusion that self-

service kiosks are instrumental in enhancing the speed and overall quality of service

in fast-paced food service environments.

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Table 4.3.3

Customer satisfaction on kiosk usual responses in terms of accuracy of

order

Accuracy of Order (Questions) Mean Verbal

Interpretation
1. The kiosk ensures that orders are 3.40 Satisfied
accurate.
2. Order details, including item name, 3.43 Satisfied
quantity, and price, are correctly
displayed on the screen before
confirmation.
3. The kiosk provides the ability to customize 3.37 Satisfied
orders.
4. The receipt accurately matches the actual 3.33 Satisfied
order.
5. The kiosk includes a review option before 3.33 Satisfied
finalizing the order to prevent mistakes.
Composite Mean 3.37 Satisfied

The findings presented in Table 4.3.3 indicated that respondents were

generally satisfied with the accuracy of the kiosk ordering system, as shown by an

overall mean score of 3.37. Each item received a verbal interpretation of “Satisfied,”

suggesting that users perceived the kiosks to be effective in ensuring order accuracy,

clearly displaying item details, allowing for customization, and providing confirmation

features such as receipt issuance and review options before finalizing orders. The

highest mean score (3.43) pertained to the clear display of order details, which
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implied that visual confirmation played a significant role in enhancing users’

perception of accuracy.

To support the study, Amiri et al. (2025) examined customers’ continuous

intention to use self-service kiosks in fast-food restaurants, applying an extended

model that integrated the Technology Readiness Index and the TAM. Their study

revealed that kiosks contributed significantly to improving order accuracy, user

satisfaction, and service efficiency. Furthermore, they found that intuitive system

design and interface clarity enhanced users’ trust in the technology and encouraged

repeated use. These findings aligned closely with the current study's results,

reinforcing the conclusion that order accuracy and interface usability are essential

elements influencing overall customer satisfaction with self-service kiosk systems.

Table 4.3.4

Customer satisfaction on kiosk usual responses in terms of ease of use

Ease of Use (Questions) Mean Verbal

Interpretation
1. The self-service kiosk is easy to use. 3.45 Satisfied
2. The instructions on the kiosk are clear 3.35 Satisfied
and understandable.
3. Learning to use the self-service kiosk in a 3.37 Satisfied
quick-service Fast food chain is easy.
4. Becoming skilled at using the kiosk is 3.28 Satisfied
easy.
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5. The self-service kiosks in fast food chain 3.23 Satisfied
are user-friendly.
Composite Mean 3.34 Satisfied

Table 4.3.4 presents the respondents’ evaluation of the ease of use of self-

service kiosks in fast-food chains. The results show a general level of satisfaction,

with all indicators falling within the “Satisfied” range. The highest mean score

recorded was 3.45, indicating that most users found the kiosks manageable and

straightforward to operate. Other scores hovered slightly lower, with the lowest at

3.23, suggesting some users encountered minor usability challenges. These results

demonstrate that although self-service kiosks are functioning effectively, there's still

room to improve their intuitiveness and reduce the learning curve for a broader user

base. Enhancing visual clarity, simplifying navigation, and optimizing on-screen

instructions could make the system more universally user-friendly.

This interpretation is supported by Mohamed et al (2024), who emphasized

that perceived ease of use is a key factor influencing the adoption of self-service

technology in fast-food environments. Their study found that when users perceive the

technology as easy to use and convenient, it significantly increases satisfaction and

intention to reuse. Furthermore, they highlighted that user-friendly interfaces and

straightforward interactions are essential to maximizing the benefits of self-service

systems and sustaining customer engagement.

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Table 4.3.5

Customer satisfaction on kiosk usual responses in terms of usefulness

Usefulness (Questions) Mean Verbal

Interpretation
1. Self-ordering kiosks provide a more 3.42 Satisfied
personalized ordering experience.
2. The self-ordering kiosks are helpful in the 3.35 Satisfied
ordering process.
3. The kiosk's role in reducing ordering 3.37 Satisfied
errors.
4. Using a self-order kiosk makes placing an 3.40 Satisfied
order easier.
5. Self-ordering kiosks improve the overall 3.30 Satisfied
experience in the fast-food chain.

Composite Mean 3.37 Satisfied

Table 4.3.5 presents the respondents' evaluation of the usefulness of self-

ordering kiosks in fast-food establishments. The overall mean score of 3.37 indicates

that customers are generally satisfied with the usefulness dimension of kiosk

services. Among the items, the highest-rated statement, “Self-ordering kiosks provide

a more personalized ordering experience,” received a mean score of 3.42,

suggesting that users perceive kiosks as tools that enhance autonomy and

customization in placing orders. Other indicators, such as the kiosks’ role in

facilitating the ordering process, M = 3.35; minimizing errors, M = 3.37; simplifying

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the task of placing an order, M = 3.40; and improving the overall fast-food experience,

M = 3.30; also received satisfactory ratings. These findings imply that kiosks are

viewed not only as operational tools but also as service enhancements that contribute

meaningfully to customer satisfaction by streamlining ordering tasks, minimizing

transactional errors, and delivering a more engaging and efficient user experience.

To support the data, Lee et al. 2023 highlighted that while users appreciated the

ability to customize their meals using self-ordering kiosks, many expressed

dissatisfactions with the limited customization options available. Although 73% of

participants valued this feature, the restricted choices hindered their overall

experience. This supports the current study’s findings, where respondents positively

rated the kiosk’s usefulness, particularly in providing a more personalized ordering

experience.

4. Is there a significant relationship in the time efficiency by the respondents

when grouped according to profile?

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Table 4.4

Significant relationship in the time efficiency by the respondents when

grouped according to profile

Operational Profile r Decision Interpretation

Efficiency
Queueing Time Age 0.27 Accept H0 Positive Low
Relationship
Gender -0.15 Accept H0 Negative Low
Relationship
Ordering Time Age 0.32 Accept H0 Positive Low
Relationship
Gender 0.03 Accept H0 Positive Very
Low
Relationship
Line for Payment Age -0.21 Accept H0 Negative Low
Relationship
Gender 0.03 Accept H0 Positive Very
Low
Relationship
Waiting Time Age 0.15 Accept H0 Positive Very
(Order Received) Low
Relationship
Gender 0.08 Accept H0 Positive Very
Low
Relationship
Total transaction Age 0.24 Accept H0 Positive Low
time Relationship
Gender 0.05 Accept H0 Positive Very
Low
Relationship
Legend: 0 < r ≤ 0.19 – Very Low Correlation; 0.20 ≤ r ≤ 0.39 – Low Correlation; 0.40 ≤ r ≤ 0.59 – Moderate
Correlation; 0.60 ≤ r ≤ 0.79 – High Correlation; 0.80 ≤ r ≤ 1.00 – Very High Correlation | r - Pearson Correlation
Coefficient
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Gender

The value of r = -0.15 for gender and queuing time indicates a low negative

relationship, and the null hypothesis is accepted. This suggests that gender has no

meaningful influence on how long customers wait in line. The slight negative

correlation may be due to random variation rather than behavioral differences, as

queue lengths are determined more by customer volume and operational pacing than

by gender. Additionally, factors such as peak hours and merged lines for kiosk and

cashier users may contribute more significantly to delays (Seo, 2020; Vizitor, 2023).

For gender and ordering time, the r value is 0.03, indicating a very low positive

relationship. Again, the null hypothesis is accepted. This shows that males and

females experience nearly identical ordering durations, likely due to the standardized

layout and user flow of the kiosk interface, which minimizes variability regardless of

the user's gender.

Regarding gender and line for payment, the r value is also 0.03, another very

low positive relationship, leading to the acceptance of the null hypothesis. The nearly

uniform experience across genders may result from the shared payment route used

by both kiosk and traditional counter users, where delays are more affected by

system bottlenecks or cashier availability than customer identity. (Seo, 2020).

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The r value of 0.08 for gender and waiting time (order received) also reflects

a very low positive relationship, with the null hypothesis accepted. This suggests that

both male and female users wait similar times after ordering to receive their food. Any

delays experienced are more likely due to kitchen load or issues such as non-

functioning beepers, which may cause customers to miss their pickup signal even

when the food is ready.

Finally, the r value of 0.05 for gender and total transaction time confirms a very

low positive relationship, again resulting in acceptance of the null hypothesis. This

reinforces the idea that total service duration from start to finish is consistent across

genders. The standardized kiosk process, combined with automated and structured

service operations, helps ensure that personal characteristics like gender do not

introduce significant differences in experience. The results align with the study of

Rumchev (2022), who reported no significant gender differences in operational

performance within structured service processes.

Age

The value of r = 0.27 for age and queuing time indicates a low positive

relationship, and the null hypothesis is accepted. This means that as age slightly

increases, queuing time may also increase, though the relationship is weak. The

results suggest that age does not significantly impact how long a person waits in line.
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Slight delays may occur as older individuals move more cautiously or take longer to

approach the counter, but these effects are minimal and often outweighed by factors

like customer volume and queue management. According to Dezube (2022), while

age may have a minor influence on task efficiency in service environments,

standardized systems typically reduce these gaps.

For age and ordering time, the r value is 0.32, indicating a low positive

relationship, with the null hypothesis accepted. This shows that older customers may

spend a little more time placing their orders compared to younger ones. This could

be due to lower familiarity with the kiosk interface or more careful decision-making.

However, the difference remains small, thanks to the step-by-step guidance and

simple layout of the ordering system. Prakash et al. (2020) emphasized that well-

designed kiosks help users navigate the process effectively, regardless of age.

The r value of -0.21 for age and line for payment reflects a low negative

relationship, which means that as age increases, queuing time at the payment line

may slightly decrease. The null hypothesis is accepted, so the relationship is not

statistically significant. This pattern may be influenced by random factors or usage

habits, such as younger customers possibly crowding cashier lanes or moving

through them more quickly. However, Gerson and Himes (2020) stated that such
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demographic effects are usually minimal due to the consistent design of service

processes.

In terms of waiting time to receive the order, the r value is 0.15, which is a very

low positive relationship, with the null hypothesis accepted. This suggests that age

has very little influence on how long customers wait for their food after ordering.

Delays during this stage are more likely due to kitchen load or operational delays,

rather than the customer’s age. Pointed out that delays in food service are typically

tied to preparation time rather than customer traits.

Finally, for total transaction time, the r value is 0.24, indicating a low positive

relationship, and again, the null hypothesis is accepted. This implies that older users

may take slightly more time to complete the entire process—from queuing to

receiving their order—but the impact is minimal. Standardized layouts and structured

user flows help maintain consistency in service experience across age groups.

Gerson and Himes (2020) reinforced that well-designed service systems aim to

reduce performance differences across demographics, supporting the findings of this

study.

5. Is there a significant relationship in customer satisfaction with kiosk usage

when grouped according to profile?

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Table 4.5

Significant relationship in customer satisfaction with kiosk usage when

grouped according to profile

Customer Satisfaction Profile r Decision Interpretation

Smooth Ordering Age -0.32 Accept H0 Negative Low
Process Relationship
Gender -0.06 Accept H0 Negative Very
Low
Relationship
Speed of Service Age -0.26 Accept H0 Negative Low
Relationship
Gender -0.08 Accept H0 Negative Very
Low
Relationship
Accuracy of Order Age -0.28 Accept H0 Negative Low
Relationship
Gender -0.12 Accept H0 Negative Very
Low
Relationship
Ease of Use Age -0.35 Accept H0 Negative Low
Relationship
Gender -0.10 Accept H0 Negative Very
Low
Relationship
Usefulness Age -0.31 Accept H0 Negative Low
Relationship
Gender -0.13 Accept H0 Negative Very
Low
Relationship
Legend: 0 < r ≤ 0.19 – Very Low Correlation; 0.20 ≤ r ≤ 0.39 – Low Correlation; 0.40 ≤ r ≤ 0.59 – Moderate
Correlation; 0.60 ≤ r ≤ 0.79 – High Correlation; 0.80 ≤ r ≤ 1.00 – Very High Correlation | r - Pearson Correlation
Coefficient
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Gender

The value of r = -0.06 for gender and the smooth ordering process indicates a

very low negative relationship, with the null hypothesis accepted. This means that

there is almost no difference between male and female customers in how smoothly

they perceive the ordering process. The system appears to function consistently

regardless of gender, likely due to the user-centered design of the kiosk, which

minimizes the chances of confusion or difficulty during use.

Similarly, the r value of -0.08 for gender and speed of service shows another

very low negative relationship, again resulting in the acceptance of the null

hypothesis. This suggests that both male and female users experience the kiosk's

service speed in a nearly identical manner. Any slight differences are statistically

insignificant and may simply reflect random variation rather than gender-based

preferences or behaviors.

For order accuracy, the r value is -0.12, still reflecting a very low negative

correlation. The null hypothesis is accepted, indicating that gender does not

significantly influence how accurate users perceive their orders to be. This result may

be attributed to the kiosk’s structured process, which reduces the chance of human

error and ensures that orders are processed consistently for all users.
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In terms of ease of use, the r value of -0.10 continues the trend of a very low

negative relationship, leading again to the acceptance of the null hypothesis. This

implies that both male and female users find the kiosk similarly easy to use. The

consistent layout and guided steps in the interface likely contribute to this equal

usability experience, regardless of the user’s gender.

Finally, the r value of -0.13 for usefulness also represents a very low negative

relationship, with the null hypothesis accepted. This indicates that male and female

users view the kiosk’s usefulness in nearly the same way. These consistently low

correlation values across all service quality variables demonstrate that gender plays

little to no role in shaping user perceptions of the kiosk system.

These findings support the conclusions of Algharabat et al. (2021), who

emphasized that when digital services are well-designed, they provide consistent

experiences across different demographic groups, including gender. Similarly,

Caruelle et al. (2023) found that standardized, optimized service systems help

eliminate perception gaps between users, reinforcing the idea that a well-built

interface ensures equity in service quality. Together, these studies confirm that

modern service technology, when thoughtfully implemented, can effectively meet the

needs of all customers, regardless of gender.

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Age

The value of r = -0.32 for age and smooth ordering process indicates a low

negative relationship, and the null hypothesis is accepted. This suggests that older

users may find the ordering process slightly less smooth than younger ones, possibly

due to reduced familiarity with digital interfaces. However, the difference is small and

not statistically significant. The kiosk’s structured interface likely supports users

across different age groups, ensuring that the process remains accessible. Shamsi

et al. (2022) emphasized that intuitive and guided digital systems help minimize

usability gaps related to age, which aligns with this finding.

For age and speed of service, the r value is -0.26, also reflecting a low negative

relationship, with the null hypothesis accepted. While older individuals may perceive

the service as slightly slower—possibly due to a more cautious approach or longer

decision time—the operational consistency of the kiosk still provides a smooth

experience for most users. This aligns with Caruelle et al (2023), who noted that

predictable and standardized service processes reduce demographic-based

perception differences.

Regarding order accuracy, the r value of -0.28 again indicates a low negative

relationship, with the null hypothesis accepted. This suggests that although older

users might perceive minor issues with accuracy—perhaps due to difficulty double-
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checking inputs—these experiences are not significantly different from those of

younger users. The kiosk’s ability to display itemized summaries before confirmation

may play a role in keeping accuracy consistent across age groups.

For ease of use, the r value is -0.35, which is the strongest correlation among

the variables but still falls under a low negative relationship, and the null hypothesis

is accepted. This indicates that older users may find the kiosk slightly less easy to

use, possibly due to reduced digital familiarity. Nevertheless, the system does not

significantly disadvantage older users. According to Shamsi et al. (2022), thoughtful

interface design—such as clear prompts and large touch targets—can effectively

bridge age-related gaps in digital interaction.

Finally, the r value of -0.31 for age and perceived usefulness also represents

a low negative relationship, and the null hypothesis is accepted. This suggests that

while older users might see the system as slightly less useful, these perceptions are

not strong enough to indicate a meaningful difference. As Caruelle et al. (2023)

observed, consistent performance and reliability in service systems help ensure that

usefulness is perceived fairly across demographic groups.

Overall, these results show that while minor differences in perception exist

among age groups, particularly with older users, they are not statistically significant.

The consistency and clarity of the kiosk system contribute to equitable user
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experiences, supporting the notion that standardized digital services can effectively

minimize age-based gaps in satisfaction and usability.

6. there a significant relationship between customer satisfaction and time efficiency?

Table 4.6

Significant relationship between customer satisfaction and time

efficiency.

Customer Time Efficiency r Decision Interpretati

Satisfaction on
Queueing Time -0.13 Accept H0 Negative
Very Low
Relationship
Ordering Time - 0.23 Accept H0 Negative
Low
Relationship
A. Smooth Line for Payment - 0.11 Accept H0 Negative
Ordering Very Low
Process Relationship
Waiting time - 0.74 Accept H0 Negative
(ordering High
received) Relationship
Total transaction - 0.84 Accept H0 Negative
time Very High
Relationship
Queueing Time -0.14 Accept H0 Negative
Very Low
Relationship
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Ordering Time - 0.24 Accept H0 Negative
Low
Relationship
B. Speed of Line for Payment - 0.09 Accept H0 Negative
Service Very Low
Relationship
Waiting time - 0.69 Accept H0 Negative
(ordering High
received) Relationship
Total transaction - 0.80 Accept H0 Negative
time Very High
Relationship
Queueing Time -0.10 Accept H0 Negative
Very Low
Relationship
Ordering Time -0.31 Accept H0 Negative
Low
Relationship
C. Accuracy of Line for Payment -0.07 Accept H0 Negative
Order Very Low
Relationship
Waiting time -0.69 Accept H0 Negative
(ordering High
received) Relationship
Total transaction -0.80 Accept H0 Negative
time Very High
Relationship
Queueing Time -0.18 Accept H0 Negative
Very Low
Relationship
Ordering Time -0.30 Accept H0 Negative
Low
Relationship
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D. Ease of Use Line for Payment -0.04 Accept H0 Negative
Very Low
Relationship
Waiting time -0.59 Accept H0 Negative
(ordering High
received) Relationship
Total transaction -0.72 Accept H0 Negative
time High
Relationship
Queueing Time -0.14 Accept H0 Negative
Very Low
Relationship
Ordering Time -0.28 Accept H0 Negative
Low
Relationship
E. Usefulness Line for Kiosk -0.66 Accept H0 Negative
High
Relationship
Waiting time -0.08 Accept H0 Negative
(ordering Very Low
received) Relationship
Total transaction -0.78 Accept H0 Negative
time High
Relationship
Legend: 0 < r ≤ 0.19 – Very Low Correlation; 0.20 ≤ r ≤ 0.39 – Low Correlation; 0.40 ≤ r ≤ 0.59 – Moderate
Correlation; 0.60 ≤ r ≤ 0.79 – High Correlation; 0.80 ≤ r ≤ 1.00 – Very High Correlation | r - Pearson
Correlation Coefficient

Smooth Ordering Process

The correlation between queueing time and the smoothness of the ordering

process (r = -0.13) shows a very low negative relationship, indicating that time spent

in line before ordering has only a slight effect on how customers perceive the ease of
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the ordering experience. This suggests that as long as customers reach the kiosk

without major delays, their satisfaction with the system’s flow remains relatively

stable.

For ordering time (r = -0.23), the low negative correlation indicates a modest

influence on perceived smoothness. If the ordering process takes longer, it may

slightly reduce satisfaction, potentially due to indecision or needing more time to

navigate the interface. However, this effect is still minor, reinforcing earlier findings

that the kiosk’s design supports most users effectively.

The line for payment (r = -0.11) also shows a very low negative relationship,

suggesting that waiting in line to pay does not significantly disrupt the sense of a

smooth experience. It implies that customers generally separate the ordering

experience from payment delays, especially if they consider the ordering process

itself to be efficient.

However, a stronger pattern emerges with waiting time to receive the order (r

= -0.74), which indicates a strong negative relationship. The longer customers wait

after placing their order, the more their perception of a seamless and efficient service

drops. This reflects that post-order delays—such as waiting for food to be prepared

or called—can overshadow a good digital ordering experience.

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Similarly, total transaction time (r = -0.84) shows a very strong negative

relationship, meaning that when the entire process takes too long from start to finish,

it significantly reduces the perceived smoothness and convenience. Even if individual

steps are smooth, the accumulated time can lead to dissatisfaction.

These findings align with Nor Aziati et al. (2021), who emphasized that the

overall service environment and flow—especially from order to receipt—shapes

customer satisfaction more than just the wait itself. Additionally, POSapt (2023) noted

that managing customer expectations and ensuring efficient transitions from ordering

to food delivery are critical for enhancing perceived quality in quick-service contexts.

Speed of Service

The correlation between queueing time and speed of service (r = -0.14)

indicates a very low negative relationship, suggesting that how long customers wait

in line before using the kiosk has only a slight effect on how fast they perceive the

service to be. This may be because many customers view queueing as a separate

part of the experience and don't necessarily blame the kiosk system for it.

The ordering time and speed of service correlation (r = -0.24) shows a low

negative relationship, meaning that customers who spend more time placing their

order may feel that the service is slightly slower. However, this perception might be
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influenced more by user familiarity and decision-making rather than system

inefficiency, since the kiosk likely presents consistent performance across users.

The line for payment and speed of service (r = -0.09) also reflects a very low

negative correlation, showing minimal impact. While payment waits may slow down

the overall flow slightly, they don’t drastically influence how customers rate the speed

of service, especially if this step is handled quickly or involves separate counters or

cashiers. In contrast, the waiting time to receive the order (r = -0.69) demonstrates a

strong negative relationship with perceived speed of service.

This means that when customers wait longer after ordering, they are more

likely to feel that the overall service is slow. The delay in food preparation or handover

undermines the fast experience expected from using a kiosk, making this a critical

area for improvement.

Finally, the total transaction time (r = -0.80) shows a very strong negative

correlation, indicating that longer overall service durations heavily reduce customer

satisfaction with the speed of service. This reinforces the importance of optimizing

every stage of the process—from queuing to order pickup—to meet the fast-paced

expectations of quick-service restaurant users. These patterns align with Caruelle et

al (2023), who emphasized that while physical speed is essential, the overall flow and

interaction quality—including a smooth, intuitive interface—also strongly influence

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customers’ perception of how fast and efficient the service feels. Thus, to improve

customer satisfaction with service speed, it's important not only to reduce delays after

ordering but also to enhance the ordering experience itself.

Accuracy of Order

The correlation between queueing time and order accuracy (r = -0.10) reveals

a very low negative relationship, suggesting that the amount of time spent in line

before accessing the kiosk has little to no effect on how accurately customers

perceive their orders to be fulfilled. Most users likely separate the wait time from the

outcome of the ordering process, focusing more on whether the correct items were

delivered rather than how long it took to reach the kiosk.

For ordering time and order accuracy (r = -0.31), the relationship is low

negative, indicating that customers who take longer to place their orders may slightly

rate order accuracy lower. This could be due to indecision or confusion during

ordering, which may lead to user input errors. However, since the correlation remains

low, the system design may still effectively support clear input, preventing significant

mistakes even when users take longer.

The line for payment and order accuracy correlation (r = -0.07) also shows a

very low negative relationship, suggesting that the time it takes to pay does not

meaningfully influence perceptions of whether the order was accurate. This further
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supports the idea that customers distinguish the technical and service aspects of their

experience from the correctness of the food or items received.

In contrast, waiting time after ordering and order accuracy (r = -0.69) presents

a high negative relationship, indicating that longer waits before receiving food tend to

decrease satisfaction with accuracy. While this might seem like customers doubt

order correctness, it may actually reflect frustration or impatience more than actual

errors.

Long delays can create uncertainty, especially when customers aren’t

informed of progress. The correlation between total transaction time and order

accuracy (r = -0.80) is a very high negative relationship, reinforcing the idea that

extended overall service time leads to lower satisfaction with perceived order

accuracy. However, it’s important to note that this doesn’t necessarily reflect mistrust

in the system itself. Many customers are willing to wait longer if they know their order

will be correct, especially in a fast-food setting where quality assurance is important.

This interpretation supports Ahmad et al. (2020), who emphasized that trust

and consistency in service delivery are often more valued than sheer speed.

Customers prioritize receiving the correct order, even if it takes slightly longer. Hence,

the focus should be on managing both time and quality effectively.

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Ease of Use

The relationship between queueing time and ease of use (r = -0.18) reflects a

very low negative correlation, indicating that the time customers spend waiting before

reaching the kiosk has only a slight effect on how easy the system feels to use. Most

users likely form their opinion about ease of use based more on the interaction with

the kiosk itself than on any delay experienced beforehand.

The ordering time and ease of use correlation (r = -0.30) shows a low negative

relationship, suggesting that if users take longer during the ordering stage, they may

find the interface somewhat less intuitive or harder to navigate. While still not a strong

influence, this result implies that further simplification of menu layouts or instructions

could help enhance perceived ease, particularly for users unfamiliar with digital

ordering systems.

The line for payment (r = -0.04) shows a very low negative correlation,

meaning that the time spent waiting to pay barely affects how customers judge the

usability of the system. This may be because the payment stage often feels separate

from the ordering interface, especially when physical counters or cashiers are

involved.

In contrast, waiting time to receive the order (r = -0.59) demonstrates a

moderate to strong negative relationship, suggesting that extended waiting after

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ordering can reduce satisfaction with ease of use. This may occur because customers

begin to associate delays with inefficiencies, even if those issues stem from kitchen

or fulfillment operations rather than the kiosk interface itself.

Similarly, the total transaction time (r = -0.72) has a strong negative

relationship with ease of use, meaning that when the entire service process—from

queuing to food delivery—takes too long, it makes the system feel more complicated

or tiring to use. Even a well-designed interface can lose its effectiveness if the

surrounding processes aren't efficient.

These findings are consistent with Jalani et al. (2023), who emphasized that

ease of use is a critical component of user satisfaction in self-service systems, and

that delays—particularly in the post-order phase—can negatively affect the entire

customer experience. Their research also highlights the importance of optimizing

both the digital interface and the supporting procedures to maintain a perception of

simplicity and user-friendliness.

Usefulness

The correlation between queueing time and perceived usefulness (r = -0.14)

indicates a very low negative relationship, suggesting that the length of the line before

accessing the kiosk only slightly affects how useful customers find the system. This
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implies that most customers are willing to queue briefly without questioning the value

of using the kiosk, likely because they still expect convenience or faster service

afterward.

For ordering time and usefulness (r = -0.28), there is a low negative

relationship, showing that longer durations spent selecting items may somewhat

diminish the perceived usefulness of the kiosk. If customers struggle with the

interface or take time navigating menus, it may lead them to feel that the system isn’t

as efficient or helpful as intended, even if it still functions correctly.

The correlation between waiting time after ordering and usefulness (r = -0.08)

is very low negative, indicating that how long customers wait for their food to be

served does not substantially affect how useful they find the kiosk. This suggests that

as long as the kiosk helps users complete their order easily, usefulness is not

undermined by the delay in food preparation.

By contrast, the correlation between line for kiosk payment and usefulness (r

= -0.66) reflects a high negative relationship, showing that a long queue at the

payment stage significantly reduces the system’s perceived value. Customers may

feel frustrated when they encounter delays at the point that is supposed to streamline

the process. This undermines the core benefit of kiosk use—speed and convenience.
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Similarly, the correlation between total transaction time and usefulness (r = -

0.78) shows a very high negative relationship, reinforcing that when the overall

process—from queueing to payment to receiving the order—is too long, customers

begin to question whether using the kiosk is worth it. Extended service time can make

the process feel more like a burden than a benefit, even if individual parts of the

system function well.

These insights align with Nor Aziati et al. (2021), who highlighted that

perceived usefulness is strongly connected to the overall fluidity and efficiency of the

service. Moreover, PYMNTS (2023) emphasized that customers value features that

enhance convenience and flexibility, such as easy-to-use interfaces or payment

options, over mere speed. Therefore, to preserve the kiosk’s usefulness in the eyes

of users, improvements should focus on shortening the total transaction time spent

while reinforcing features that enhance ease and functionality.

6. Is there a significant difference between the kiosk's time efficiency and

customer satisfaction with kiosk usage by the respondents?

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Table 4.7

Anova: Single Factor

Groups Count Sum Average Variance

Ordering Time 60 110.9 1.85 1.97

Smooth Ordering 60 204.2 3.40 0.66
Process
Speed of Service 60 198.2 3.30 0.78
Accuracy of Order 60 202.4 3.37 0.68
Ease of Use 60 200.2 3.34 0.65
Usefulness 60 202 3.37 0.68

Table 4.7 displays the descriptive statistics comparing the kiosk’s ordering

time (representing time efficiency) with various customer satisfaction indicators such

as smooth ordering process, speed of service, accuracy of order, ease of use, and

usefulness. The ordering time shows the lowest average rating of 1.85, while all

satisfaction components have significantly higher averages, ranging from 3.30 to

3.40, indicating that customers perceive the kiosk as less efficient in terms of speed

due to delays and long waiting time and total transaction time, but still highly

satisfactory in terms of usability and performance. The consistently low variances for

the satisfaction indicators suggest that respondents generally agree in their favorable

evaluation of these features.

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This finding is supported by Moon et al. (2022), who emphasized that ease of

use and intuitive interfaces contribute significantly to customer satisfaction with kiosk

systems, even when service speed is not optimal. Similarly, Noble (2024) highlighted

that customers value a smooth and accurate ordering experience more than how fast

the transaction is completed. The high ratings in satisfaction despite lower scores in

time efficiency align with this view, suggesting that the overall user experience

outweighs minor delays in service.

Table 4.7.1

Anova

Source of SS DF MS F P-value F critical Decision

Variation

Between 114.10 5 22.82 25.24 8.99E- 2.24 Reject

Groups 23 H0
Within 320.05 354 0.90
Groups

Total 434.15 359

Legend: SS – Sum of Squares; DF – Degrees of Freedom; MS – Mean Square; F – F-Value

Table 4.7.1 presents the results of the One-Way ANOVA test, which was used

to assess whether there is a statistically significant difference between the kiosk’s

time efficiency (ordering time) and customer satisfaction variables. The ANOVA

output shows an F-value of 25.24, which exceeds the critical F-value of 2.24, and a
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p-value of 8.99E-23, which is far below the significance threshold of 0.05. These

results indicate a significant difference between the groups, confirming that

customers rated satisfaction-related aspects of the kiosk experience significantly

higher than its time efficiency.

This result is consistent with the findings of Fresh Technology (2024), which

reported that customers in fast-food settings tend to place greater importance on

order accuracy, ease of use, and the overall experience rather than strictly on how

quickly the service is delivered. In addition, Peteza et al. (2022), applying the

Technology Acceptance Model (TAM), found that perceived usefulness and user-

friendliness play more influential roles in continued kiosk use than operational speed

alone. These studies support the idea that although time efficiency is important,

customers may still express high satisfaction when other service aspects meet or

exceed expectations.

7. What improvement plan can be formulated based on the results of the study?

Table 4.8

Proposed Action Plan for an Improvement Plan

Action Plan Objectives Expected Action Steps

Outcomes
To streamline operations The kiosk To enhance
Management and enhance customer interface will be customer
Improvement experience, a dedicated redesigned for experience, a
Plan kiosk lane will be clarity, dedicated kiosk
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implemented to reduce responsiveness, lane will be
queueing time and and accessibility, implemented with
service congestion, catering to signage and
allowing faster diverse users like monitoring to
movement for kiosk the elderly and reduce queueing,
users and preventing first-timers with congestion, and
delays from mixed simplified delays, ensuring
customer lines. Cashier navigation and faster service. The
workflows will be multilingual kiosk interface will
optimized by seamlessly support. Cashier be redesigned for
integrating kiosk orders, workflows will be clarity,
minimizing manual optimized by accessibility, and
intervention, and training integrating kiosk efficiency by
staff to handle mixed orders and researching user
order types efficiently. training staff for needs, adding
Kitchen order efficiency. multilingual
coordination will be Kitchen support, and
enhanced with real-time coordination will testing with diverse
tracking, prioritized order improve with real- users like the
syncing, and automated time tracking and elderly. Cashier
routing to minimize automated workflows will be
errors and improve routing to optimized by
accuracy. Additionally, minimize errors. updating POS
customer support will be systems, training
strengthened with on- staff, and adding
screen help options, live alerts for seamless
assistance, and kiosk order
integrated feedback integration. Kitchen
mechanisms, enabling coordination will
continuous system improve with real-
refinement based on time tracking,
user input. automated routing,
and error reviews
to boost efficiency.
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Research Output

BUSINESS IMPROVEMENT PLAN

(MANAGEMENT IMPROVEMENT PLAN)

IMPLEMENTING A CASHIER LINE EXCLUSIVE FOR KIOSK USERS JOLLIBEE

OBJECTIVES

Establish a dedicated cashier line solely for customers who ordered through

self-service kiosks. This aims to reduce wait times, increase customer satisfaction,

and streamline store operations.

TARGET GROUP

Customers using self-service kiosks at Jollibee Montaña branch.

ISSUES

 Delays during peak hours due to multitasking staff.

 Increased customer complaints related to slow service and incorrect billing.

 Lack of accountability in kiosk cash handling.

Focus Area Specific Goal Action

Cashier Increase kiosk Guide kiosk users effectively: Use

Utilization completions by clear, strategically placed signage to
guiding users to the direct customers to the exclusive
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exclusive cashier line cashier line. Additionally, train staff to
for faster and provide assistance and answer any
smoother checkout. questions to help users navigate the
process smoothly and efficiently. This
will ensure users feel confident and
guided throughout the transaction.
Ensure at least 90% kiosk uptime
during peak hours.

Queue Improve cashier Optimize staffing and queue

Management efficiency by management: Assess customer traffic
streamlining the patterns to determine the ideal
process to reduce number of staff needed during peak
wait times and ensure and off-peak times. Implement a more
quick service. organized queueing system that
reduces congestion and allows for
faster movement of customers from
the kiosk to the cashier. This may
include designating specific staff
members to handle kiosk users and
manage their transition to the cashier
line.

Implementation Enhance user Collect regular feedback: Implement a

Customer satisfaction by system for gathering feedback from
Satisfaction making the kiosk-to- customers after they use the kiosk
cashier transition and cashier services, such as
smooth and easy. surveys, comment cards, or digital
feedback tools. Analyze this data
regularly to identify pain points and
areas of improvement in the service
process. Use this feedback to refine
training, signage, and operational
procedures to improve user
experience continually. Add a quick
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in-app survey or face-to-face
feedback system to gather weekly
satisfaction data.

Implementation Gain more positive Encourage feedback and highlight

Feedback feedback by benefits: Actively promote feedback
improving the opportunities by displaying signage
convenience, speed, both in-store and online that invites
and reliability of the customers to share their experiences.
kiosk and cashier Use multiple channels, such as QR
service. codes, website links, or staff
interactions, to make it easy for
customers to provide their input. Also,
emphasize the advantages of using
the kiosk and exclusive cashier line,
such as faster service and a more
efficient checkout, to encourage more
users to engage with the system.

TIMELINES MILESTONES

1-2 Weeks Test the dedicated cashier line at the kiosk during the busiest hours
to see if it helps serve customers faster and improves their
experience.

3-4 Weeks Begin recording how often the new line is used and how long kiosk
users have to wait in line.

2 Months Start giving out the first set of customer feedback surveys to gather
their opinions and suggestions.

3 Months Check the results and data, then decide whether to expand the
project based on what the results show.
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INTERVENTIONS

 Train existing cashiers to handle kiosk-exclusive transactions efficiently.

 Install clear signage to direct kiosk users to the exclusive line.

 Run a customer awareness campaign promoting kiosk usage and the new

line.

 Assign a staff member to assist and guide kiosk users during peak hours.

 Regularly monitor and adjust the flow of the line to avoid congestion.

STRATEGIES

Team Leads:

 Managers will oversee the implementation and assign staff to the kiosk line

during peak hours.

 A dedicated crew member will monitor and guide customers using kiosks

during peak hours.

Monitoring:

 Use CCTV analytics and feedback forms to assess performance.

 Collect and analyze transaction logs weekly to assess the impact of the new

queue setup.

 Regularly review satisfaction reports to identify ongoing or emerging user

experience issues.
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Workflow Adjustment:

Adjust operational workflows (e.g., food prep priority for kiosk orders) to maintain

speed consistency.

Timeline:

Launch pilot in Month 1; evaluate by Month 3; full-scale implementation by Month 5.

Resources Needed:

Signage, customer feedback forms, data tracker tools, staff training hours.
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Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and

recommendations of the researchers.

Findings

1. What is the demographic profile of the respondents in terms of:

1.1 Gender

Based on the data in Table 4.1.1, the gender distribution of respondents

consisted of 34 males (56.67%) and 26 females (43.33%). This indicates a slightly

higher male participation rate in the kiosk-user sample. The difference may reflect

varying levels of tech interaction confidence or store layout that influences user flow.

1.2 Age

The majority of respondents fell within the 14–22 age range, accounting for

71.67% of the sample. The 23–31 age group represented 21.67%, followed by

smaller segments in the older age categories

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2. What is the time efficiency of the kiosk by the respondents in terms of:

2.1 Queueing time

The data in Table 4.2.1 shows that 38 out of 60 respondents (63.33%)

experienced queueing times between 0.00 to 1.49 minutes, indicating that most

customers faced minimal wait times before accessing the kiosk. An additional 16

respondents (26.67%) reported queueing for 1.50 to 2.99 minutes, which is still

relatively short. Only 6 respondents (10%) queued for longer periods, with 5

respondents (8.33%) waiting between 3.00 to 4.49 minutes and 1 respondent

(1.67%) waiting between 4.50 to 5.00 minutes. This suggests that the kiosk system

is highly efficient in managing queues, with the majority of respondents experiencing

minimal delays.

2.2 Ordering time

As seen in Table 4.2.2, the majority of respondents (75%, n=45) completed

the ordering process within 0.23 to 2.06 minutes, indicating that the kiosk system is

generally efficient and user-friendly for most users. A smaller group (15%, n=9) spent

between 2.07 and 3.90 minutes, while 8.33% (n=5) took between 3.91 to 5.74

minutes. Only 1.67% (n=1) required 5.75 to 7.58 minutes, possibly due to more

complex orders or technical issues. These findings highlight the operational efficiency

of the kiosk system in speeding up the ordering process.

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2.3 Line for Payment

Table 4.2.3 presents the data on payment queueing times, showing that

33.33% (n=20) of respondents experienced payment queue times between 0.19 and

2.08 minutes, and 48.33% (n=29) spent 2.09 to 3.98 minutes. A smaller portion

(11.67%, n=7) queued for 3.99 to 5.88 minutes, and 6.67% (n=4) waited for 5.89 to

7.78 minutes. While most respondents experienced reasonably short wait times, the

data suggests that there could be some inefficiencies during the payment stage,

especially for those in the 2.09–3.98-minute range

2.4 Waiting time (order received)

The data in Table 4.2.4 shows that 51.67% (n=31) of respondents reported a

waiting time for order receipt between 6.15 and 11.88 minutes, while 38.33% (n=23)

received their orders within 0.41 to 6.14 minutes. A smaller percentage, 6.67% (n=4),

had to wait between 11.89 and 17.62 minutes, and 3.33% (n=2) waited between

17.63 and 23.36 minutes. These results suggest that while the majority of customers

experienced relatively fast order fulfillment, a portion of respondents had to wait

longer, indicating room for improvement in the kitchen-to-customer communication.

2.5 Total transaction time

Table 4.2.5 reveals the total transaction time respondents took to complete

their transactions. A significant portion (58.33%, n=35) completed their transactions

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in 9.33 to 15.66 minutes, while 13.33% (n=8) took 2.99 to 9.32 minutes. A smaller

proportion (23.33%, n=14) took 15.67 to 22.00 minutes, and 5% (n=3) spent between

22.01 and 28.28 minutes. While most respondents benefited from a quick service

time, the presence of delays for some customers suggests that further refinements

in the overall process particularly in the waiting and payment stages could improve

consistency in service times

3. What is the customer satisfaction on kiosk usual responses in terms of:

3.1 Smooth Ordering Process

Table 4.3.1 shows that respondents were overall satisfied with the

smoothness and functionality of the kiosk ordering process, with a total mean score

of 3.40. The highest-rated item was the clarity of the ordering steps (M = 3.48),

suggesting that users found the process clear and easy to follow. The kiosk's

consistent performance and intuitive navigation through the menu options also

received favorable ratings. However, the item regarding the kiosk’s responsiveness

(M = 3.27) suggests that there may be minor delays or technical glitches that could

be addressed for an even smoother experience.

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3.2 Speed of Service

As shown in Table 4.3.2, the speed of service was another area where

customers expressed satisfaction (overall mean = 3.30). The highest-rated item (M =

3.40) was the availability of complete information on meals and prices, which likely

contributed to quicker decision-making. However, the item addressing language

barriers (M = 3.20) received the lowest score, indicating that this aspect may not be

as impactful for most respondents

3.3 Accuracy of Order

The analysis in Table 4.3.3 reveals that customers were generally satisfied

with the accuracy of the kiosk system, with a total mean score of 3.37. The kiosk's

ability to display correct order details, including item names, quantities, and prices,

was highly rated (M = 3.43). The system’s review and confirmation features, which

allow users to prevent mistakes before finalizing their orders, also contributed to high

satisfaction.

3.4 Ease of Use

In Table 4.3.4, the overall satisfaction with the ease of use of the kiosk was

indicated by a mean score of 3.34. The highest-rated item, "The self-service kiosk is

easy to use" (M = 3.45), suggests that most users found the system easy to operate.
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However, the lowest-rated item, “The self-service kiosks are user-friendly” (M = 3.23),

indicates that some users may have encountered minor difficulties with the interface.

3.5 Usefulness?

Table 4.3.5 indicates that customers were satisfied with the usefulness of the

self-ordering kiosks, with a total mean score of 3.37. The kiosk’s ability to provide a

personalized ordering experience (M = 3.42) was rated the highest, suggesting that

customers valued the autonomy and customization options kiosks offered. The kiosks

were also found to be useful in simplifying the ordering process, reducing errors, and

improving the overall experience, with the lowest-rated item being the improvement

of the overall experience (M = 3.30).

4. Is there a significant relationship in the time efficiency by the respondents

when grouped according to profile?

Gender

The correlation between gender and queuing time is -0.15, indicating a weak

negative relationship. For ordering time, the correlation is 0.03, reflecting a positive

very low relationship. Similarly, the correlation between gender and line for payment

is also 0.03, indicating a positive very low relationship. The correlation with waiting

time (order received) is 0.08, which reflects a positive very low relationship, while the
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correlation with total transaction time is 0.05, again indicating a positive very low

relationship. These weak correlations suggest that gender does not significantly

influence the respondents' perceptions of time efficiency in using the kiosks.

Age

The results show that there is a weak positive relationship between age and

several time efficiency factors. The correlation between age and queuing time is 0.27,

indicating a positive low relationship. Similarly, the correlation between age and

ordering time is 0.32, also suggesting a positive low relationship. The relationship

between age and line for payment is negative at -0.21, indicating a weak negative

relationship. Additionally, the correlation between age and waiting time (order

received) is 0.15, reflecting a positive very low relationship, while the correlation with

total transaction time is 0.24, which also indicates a positive low relationship. One

possible factor influencing these results, particularly for elderly respondents, could

be the frequency of use of the kiosk. Older individuals, particularly those who are less

familiar with technology or those who use kiosks less frequently, might experience

slightly higher time-related difficulties compared to younger users who are more

accustomed to interacting with digital systems.

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5. Is there a significant relationship in customer satisfaction with kiosk usage

when grouped according to profile?

Gender

For gender, the values of r for all five customer satisfaction factors (smooth

ordering process, speed of service, accuracy of order, ease of use, and usefulness)

show very low negative relationships. For example, the value of r for gender and the

smooth ordering process is -0.06, indicating a very weak negative relationship.

Similarly, the values of r for gender and speed of service (-0.08), gender and order

accuracy (-0.12), gender and ease of use (-0.10), and gender and usefulness (-0.13)

all point to negligible associations between gender and customer satisfaction. The

null hypothesis is accepted across all these factors, suggesting that gender does not

have a significant impact on customer satisfaction with kiosk usage.

Age

Regarding age, the correlation values for the five customer satisfaction factors

reveal low negative relationships, with the highest negative correlation observed in

the ease of use factor (r = -0.35). Specifically, the values of r for age and smooth

ordering process (-0.32), age and speed of service (-0.26), age and order accuracy

(-0.28), and age and usefulness (-0.31) all reflect similar trends, indicating slight

negative correlations. These values suggest that older users may experience slight
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usability challenges or perceive the service as less efficient than younger users, but

these differences are not significant enough to be considered a strong negative

influence on satisfaction. The null hypothesis is also accepted for all age-related

relationships, confirming that there is no statistically significant difference in customer

satisfaction based on age.

6. Is there a significant relationship between customer satisfaction and time

efficiency?

Smooth Ordering Process

The findings reveal that customer satisfaction with the smoothness of the

ordering process is minimally affected by initial time variables. Specifically, queueing

time (r = -0.13), ordering time (r = -0.23), and line for payment (r = -0.11) show very

low to low negative correlations. This suggests that delays at the early stages of the

process do not significantly impact the customer’s perception of a seamless

transaction. However, waiting time until the order is received (r = -0.74) and total

transaction time (r = -0.84) indicate high to very high negative correlations. These

results confirm that long wait times after ordering greatly reduce the perceived

smoothness of the ordering experience.

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Speed of Service

The data indicates that customer perception of speed is only slightly influenced

by queueing time (r = -0.14), ordering time (r = -0.24), and line for payment (r = -

0.09), which show very low to low negative relationships. On the other hand, waiting

time (r = -0.69) and total transaction time (r = -0.80) show high to very high negative

correlations. This suggests that the longer it takes for the customer to receive their

food, the more negatively they perceive the speed of service, regardless of how

quickly they can place their order.

Accuracy of Order

In terms of order accuracy, the results show low negative correlations for

queueing time (r = -0.10), ordering time (r = -0.31), and line for payment (r = -0.07),

indicating that the early stages of the transaction do not greatly affect perceptions of

accuracy. However, waiting time (r = -0.69) and total transaction time (r = -0.80) again

reflect high to very high negative relationships. This means that extended waiting

times may lead customers to question the correctness and reliability of their order,

potentially undermining trust in the system.

Ease of Use

Customer perception of ease of use is weakly affected by queueing time (r = -

0.18), ordering time (r = -0.30), and line for payment (r = -0.04), all showing low
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correlations. However, waiting time (r = -0.59) and total transaction time (r = -0.72)

demonstrate stronger negative relationships, suggesting that a smooth and fast

overall experience contributes significantly to the kiosk being perceived as easy to

use. Delays, especially after placing the order, may make the system appear slow or

complicated, reducing user satisfaction.

Usefulness

The findings show very low to moderate negative correlations for queueing

time (r = -0.14), ordering time (r = -0.28), and waiting time (r = -0.08), suggesting

limited impact on perceived usefulness. However, line for kiosk (r = -0.66) and total

transaction time (r = -0.78) exhibit high negative relationships, indicating that if

customers have to wait too long or find the system inefficient, they may question the

overall benefit of using the self-service kiosk instead of traditional methods.

7. Is there a significant difference between the kiosk's time efficiency and

customer satisfaction with kiosk usage by the respondents?

In Table 4.7, the descriptive statistics reveal that the kiosk’s ordering time,

representing time efficiency, is rated significantly lower (1.85) compared to the

customer satisfaction indicators, which range from 3.30 to 3.40. Despite the lower

time efficiency score, satisfaction across smooth ordering processes, speed of

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service, accuracy of order, ease of use, and usefulness are rated much higher. The

variance in satisfaction scores is also notably low, indicating that respondents

generally agree on the positive evaluation of the system’s usability and performance,

even though the kiosk’s time efficiency was not rated as favorably.

The results in Table 4.7.1 further reinforce these findings, showing a significant

difference between time efficiency (ordering time) and customer satisfaction. The

ANOVA test reveals an F-value of 25.24, well above the critical value of 2.24, and a

p-value of 8.99E-23, which is well below the 0.05 significance level. This confirms

that while customer satisfaction with kiosk usage is generally high, the kiosk’s time

efficiency especially in terms of ordering time is a significant factor that requires

attention.

The analysis of the data reveals a significant discrepancy between the kiosk’s

time efficiency (ordering time) and the customer satisfaction indicators. Although

customers rated the satisfaction factors such as smooth ordering process, speed of

service, accuracy of order, ease of use, and usefulness significantly higher than the

kiosk’s time efficiency, there is a clear need for improvement in time efficiency to

further enhance customer satisfaction. The ordering time received notably lower

ratings (1.85), suggesting that customers value speed and efficiency in the ordering

process but also place considerable importance on the system's usability and

performance.
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The ANOVA results further solidify this finding, revealing a statistically

significant difference between time efficiency and customer satisfaction. The F-value

of 25.24, which exceeds the critical value of 2.24, along with the p-value of 8.99E-23,

indicates a strong relationship between these factors.

Conclusion

The findings of this study provide a comprehensive understanding of the

operational efficiency and customer satisfaction with kiosk usage at Jollibee

Montaña. The analysis reveals key insights that highlight both the strengths and

areas for improvement in the kiosk system’s performance.

Firstly, the results show that while customers rated satisfaction indicators such

as smooth ordering process, speed of service, accuracy of order, ease of use, and

usefulness highly, time efficiency, as measured by queueing time, ordering time,

waiting time, and total transaction time, was generally rated lower. This suggests that

although customers value the kiosk for its ease of use and accuracy, they are less

satisfied with the amount of time spent interacting with the system. The ANOVA

results further emphasized that there is a statistically significant difference between

customer satisfaction and the kiosk’s time efficiency, with satisfaction scores being

notably higher for the service quality indicators than for the time-related factors.
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The analysis on waiting time and total transaction time further demonstrated

strong negative correlations with customer satisfaction, particularly in terms of the

smooth ordering process and accuracy of order, but these relationships were not

statistically significant. This indicates that while quicker service times contribute to a

better customer experience, ease of use and order accuracy are still influential in

shaping customer satisfaction.

The findings suggest that customers place significant value on ease of use

and accuracy within the kiosk system, which supports the conclusions drawn from

related research. For instance, Moon et al. (2022) and Noble (2024) emphasize that

customers prioritize user-friendly designs and accurate ordering processes, even in

situations where speed may not be optimal. Moreover, Peteza et al. (2022) argue that

user-friendliness and perceived usefulness are more important in driving customer

satisfaction than service speed alone, aligning with the study’s findings where

satisfaction remained high despite lower ratings for time efficiency.

Furthermore, research by Fresh Technology (2024) and Caruelle et al. (2023)

suggests that although time efficiency contributes to customer satisfaction, a holistic

approach, which improves both time management and service quality, will likely lead

to a more satisfying customer experience. These studies affirm the necessity of

balancing the quickness of the service with usability and accuracy, ensuring that

neither aspect is sacrificed.

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Lastly, time efficiency is an important factor influencing customer satisfaction,

it is evident that ease of use, accuracy, and smooth interactions play an equally

crucial role in shaping customer experiences with kiosk systems. The findings point

to the need for improvements in the queuing system, cashier management, and

optimizing the user interface to reduce waiting times and ordering times. By

addressing both time-related issues and enhancing service quality, Jollibee Montaña

can ensure a more efficient and satisfying kiosk experience for customers, ultimately

increasing customer loyalty and improving overall operational performance.

Recommendations

Based on the research findings presented in the previous sections, the

researchers design the following recommendations:

1. It is recommended that the management of Jollibee Montaña conduct

regular system evaluations and interface optimization to address the minor

delays experienced by a portion of customers. Although the majority of users

completed their line efficiently, the presence of transaction times extending

beyond the average range indicates a need for improvement. Implementing

line for kiosks line, online monitoring tools and collecting routine customer

feedback will aid in refining the kiosk system, thereby enhancing service

quality, operational efficiency, and overall profitability.

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2. Customers are encouraged to actively engage with self-service kiosk systems

while providing constructive feedback to help improve their functionality and

efficiency. Becoming familiar with the kiosk interface can enhance the overall

ordering experience and reduce individual transaction times. Additionally,

customers should take advantage of any available assistance or instructional

prompts, especially during their initial use, to ensure smooth interactions. By

adapting to the evolving technology and communicating any difficulties or

suggestions, customers play a key role in shaping more responsive and user-

friendly service systems.

3. The study provides valuable insights into the operational advantages and

potential challenges of integrating self-service technology. Entrepreneurs

and business owners are advised to consider the importance of user-friendly

design, ongoing system maintenance, and customer training or orientation

when implementing similar technologies. Strategic planning in these areas will

contribute to more effective deployment and increased customer acceptance.

4. It is recommended that businesses within the quick service industry

prioritize the development and enhancement of digital self-service systems to

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improve operational flow and service delivery. As demonstrated in this study,

kiosks can significantly reduce service time and improve order accuracy when

effectively implemented. Industry players should consider standardizing best

practices in interface design, customer interaction, and system performance

monitoring.

5. The adoption of efficient self-service kiosks contributes to an improved

customer experience, which may result in increased patronage and repeat

visits. This, in turn, can positively impact the local community and economy

by driving foot traffic and supporting business sustainability. Other local

establishments may benefit from adopting similar customer-centric

innovations to remain competitive and enhance service delivery within the

community.

6. Future studies are encouraged to examine the long-term effects of kiosk usage

on customer loyalty, staff productivity, and operational cost-efficiency. Further

research may also investigate the specific reasons behind longer transaction

times among certain users, including demographic or behavioral factors for

the future researchers.

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APPENDIX A

RESEARCH INSTRUMENT QUESTIONNAIRE:

(Adapted from Najihah, N. et al. (2024); Dela Peña, G. B. et al. (2023))

Name (Pangalan)(Optional):______________________ Age (Edad) :_____yrs old

Gender (Kasarian: ( ) Male ( ) Female

Part I. CUSTOMER SATISFACTION

Directions: Below are statements to measure customer satisfaction with kiosks.
Read and analyze each statement, and provide your level of satisfaction by drawing
a check mark (✔) on the corresponding rate.

(Direksyon: Nasa ibaba ang mga pahayag upang sukatin ang kasiyahan ng mga
customer sa mga kiosk. Basahin at suriin ang bawat pahayag, at ipakita ang iyong
antas ng kasiyahan sa pamamagitan ng paglalagay ng check mark (✔) sa naaangkop
na rating.)

Satisfaction Levels:

4 - Strongly Agree (Lubos na Sumasang-ayon)

3 - Agree (Sumasang-ayon)

2 - Disagree (Hindi Sumasang-ayon)

1 - Strongly Disagree (Lubos na Hindi Sumasang-ayon)

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CUSTOMER SATISFACTION ON KIOSK USAGE

Strongly Agree Disagree Strongly

A. SMOOTH ORDERING Agree (3) (2) Disagree
PROCESS (4) (1)

1. The steps in the ordering

process are clear and easy to
follow.

(Ang mga hakbang sa proseso ng

pag-order ay malinaw at madaling
sundan.)

2. The kiosks performance

remains consistent throughout the
ordering process.

( Ang pagiging pare-pareho ng

performance ng kiosk sa buong
proseso ng pag-order.)

3. The system offers visual and

textual guidance throughout
the entire ordering process.

(Nag-aalok ang sistema ng

biswal at tekstuwal na gabay
sa buong proseso ng pag-
order.)

4. Navigating through the menu

options is intuitive and effortless.

(Ang pag-navigate sa mga

pagpipilian sa menu ay madali at
walang kahirap-hirap.)

5. The kiosk’s system is

responsive, allowing for
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continuous interaction without
delays or errors.

(Tumutugon ang sistema ng

kiosk, na nagpapahintulot ng
tuluy-tuloy na interaksyon nang
walang pagkaantala o
pagkakamali.)

Strongly Agree Disagree Strongly

B. SPEED OF SERVICE Agree (3) (2) Disagree
(4) (1)

1. The use of self-service kiosks

helps save time.

(Nakakatipid ng oras ang

paggamit ng self-service kiosk.)

2. The use of a kiosk makes it

easy to browse the menu.

(Pinapadali ng kiosk ang pag-

browse sa menu.)

3. The kiosk shows complete

information, such as meal choices
and prices.

(Ipinapakita ng kiosk ang

kumpletong impormasyon, tulad
ng mga pagpipiliang pagkain at
presyo.)

4. Using the kiosk during peak

hours helps reduce long waiting
or queuing.

(Ang paggamit ng kiosk sa oras

ng kasagsagan ay nakakatulong
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upang mabawasan ang
mahabang pila o paghihintay.)

5. The kiosk helps reduce

language barriers between
customers and staff.

(Nakakatulong ang kiosk na

mabawasan ang sagabal sa wika
sa pagitan ng mga customer at
staff.)

Strongly Agree Disagree Strongly

C. ACCURACY OF ORDER Agree (3) (2) Disagree
(4) (1)

1. The kiosk ensures that orders

are accurate.

(Tinitiyak ng kiosk na tama ang

mga order.)

2. Order details, including item

name, quantity, and price, are
correctly displayed on the screen
before confirmation.

(Ang mga detalye ng order,

kabilang ang pangalan ng item,
dami, at presyo, ay malinaw na
ipinapakita sa screen bago
kumpirmahin.)

3. The kiosk provides the ability to

customize orders.

(Nagbibigay ang kiosk ng

kakayahang i-customize ang mga
order.)
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4. The receipt accurately matches
the actual order.

(Ang resibo ay eksaktong

tumutugma sa aktwal na order.)

5. The kiosk includes a review

option before finalizing the order
to prevent mistakes.

(May opsyon ang kiosk para sa

pagsusuri bago tapusin ang order
upang maiwasan ang mga
pagkakamali.)

Strongly Agree Disagree Strongly

D. EASE OF USE Agree (3) (2) Disagree
(4) (1)

1. The self-service kiosk is easy to

use.

(Madaling gamitin ang self-service

kiosk..)

2. The instructions on the kiosk are

clear and understandable.

(Malinaw at madaling maunawaan

ang mga tagubilin sa kiosk.)

3. Learning to use the self-service

kiosk in a quick-service restaurant
is easy.

(Madaling matutunan ang paggamit

ng self-service kiosk sa isang
quick-service na restaurant.)

4. Becoming skilled at using the

kiosk is easy.
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(Madaling maging bihasa sa

paggamit ng kiosk.)

5. The self-service kiosks in fast

food restaurants are user-friendly.

(Ang mga self-service kiosk sa mga

fast food restaurant ay user-
friendly.)

Strongly Agree Disagree Strongly

E. USEFULNESS Agree (3) (2) Disagree
(4) (1)

1. Self-ordering kiosks provide a

more personalized ordering
experience.

(Nagbibigay ang self-ordering

kiosks ng mas personalisadong
karanasan sa pag-order.)

2. The self-ordering kiosks are

helpful in the ordering process.

(Nakakatulong ang self-ordering

kiosks sa proseso ng pag-order.)

3. The kiosk's role in reducing

ordering errors.

(Ang papel ng kiosk sa

pagbabawas ng mga pagkakamali
sa pag-order. )

4. Using a self-order kiosk makes

placing an order easier.
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(Pinapadali ng paggamit ng self-
order kiosk ang paglalagay ng
order.)

5. Self-ordering kiosks improve the

overall experience in the
restaurant.

(Pinapabuti ng self-ordering kiosks

ang kabuuang karanasan sa
restaurant.)
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OPERATIONAL EFFICIENCY, PARTICULARLY IN TIME EFFICIENCY

This study utilizes a Kiosk Time Measurement Table as a research instrument

to assess the efficiency of self-service kiosks in fast food establishments. Adapted

from Prakash, C. et al. (2021), this tool systematically records the time taken for key

processes involved in kiosk usage, including ordering time, line for payment duration,

waiting time, and total transaction time.

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This study utilizes a time and motion study to evaluate the efficiency of self-
service kiosks in fast-food restaurants. The table provided serves as a research
instrument to systematically record the time taken at each stage of the ordering
process. By analyzing ordering time, line for payment, waiting time, and total
transaction time, we aim to assess how kiosks impact customer experience and
operational efficiency.
This study adopts the time and motion study methodology based on the
framework presented by Prakash, C., Rao, B. P., Shetty, D. V., & Vaibhava, S. (2020)
in their research titled Application of Time and Motion Study to Increase the
Productivity and Efficiency. Their study, published in the Journal of Physics
Conference Series, emphasizes the significance of analyzing service time efficiency
in various operational settings. By systematically recording the time taken for different
tasks, they demonstrated how structured time studies could help streamline
workflows, reduce delays, and enhance overall efficiency. Their findings highlight the
importance of measuring each step in a process to identify inefficiencies and improve
operational performance.
The time and motion study approach particularly applies to our research on
self-service kiosks at Jollibee Montaña, Burgos, Montalban, Rizal. Since our study
focuses on operational efficiency and customer satisfaction, measuring ordering time,
line for payment, waiting time, and total transaction time provides objective data on
the kiosk's effectiveness. By adopting this methodology, we ensure that our findings
are based on actual service durations rather than subjective assessments. This
approach allows us to determine which steps in the ordering process take the most
time and use data to suggest improvements that minimize waiting time and streamline
service.
Conducting this study is essential for understanding how kiosk usage affects
service speed and customer satisfaction. Measuring these time factors allows us to
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pinpoint inefficiencies and suggest improvements. We can determine whether kiosks
genuinely streamline the process or introduce delays by focusing on ordering time.
This approach ensures that any recommended operational changes are based on
observations.
Researchers will observe customers using self-service kiosks while ensuring
minimal disruption to their experience. The time taken for ordering, payment, and
waiting will be recorded in the provided table. The collected data will be analyzed to
identify trends and areas for improvement. Based on the findings, operational
adjustments will be proposed to enhance kiosk efficiency and customer convenience.
By implementing this structured time study, we aim to provide actionable
insights that will benefit both customers and management by optimizing service
efficiency and improving overall satisfaction.
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APPENDIX B

LETTER VALIDATION OT THE RESEARCH INSTRUMENT

MARCH 2025
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APPENDIX C

LETTER OF PERMISSION TO CUNDUCT THE STUDY

MARCH 2025
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APPENDIX D

LETTER FOR PARENTS CONSENT

MARCH 28 2025
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LETTER FOR PARENTS CONSENT

MARCH 29 2025
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LETTER FOR PARENTS CONSENT

MARCH 30 2025
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LETTER FOR PARENTS CONSENT

MARCH 28 2025
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LETTER FOR PARENTS CONSENT

MARCH 29 2025
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LETTER FOR PARENTS CONSENT

MARCH 30 2025
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165
LETTER FOR PARENTS CONSENT

MARCH 28 2025
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166
LETTER FOR PARENTS CONSENT

MARCH 29 2025
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167
LETTER FOR PARENTS CONSENT

MARCH 30 2025
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APPENDIX E
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Cruz, Althea Marie B.
12-ABM Student

PERSONAL DATA

Date of Birth: November 30, 2006

Age: 18 yrs old
Sex: Female
Civil Status: Single
Language: Tagalog, English
Contact number: 0928 334 0958
Email Address: althea_marie_cruz@[Link]
Address: #39 Talisay St. Doña Pepeng Burgos Rodriguez Rizal

PROFILE

Motivated Senior High School student dedicated to improving academic performance, with
strong organizational abilities, adaptability, and a commitment to personal growth. Seeking
opportunities to gain practical experience and expand knowledge in a real-world setting.

SKILLS

• Adaptability • Organizational Skills

• Multitasking • Time management
• Critical thinking • Initiative

EDUCATION

Secondary

2023 - 2025 CHRIST THE FOUNDATION CHRISTIAN ACADEMY

Montalban, Rizal Senior High School (ABM)
Awards: With honors

2019 - 2023 BURGOS NATIONAL HIGH SCHOOL SCHOOL

Montalban, Rizal Awards: With honors

Elementary

2012 - 2019 BURGOS ELEMENTARY SCHOOL UNIT 1

Montalban, Rizal Awards: With honors
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Sumangid, Marcel Clark
12- ABM Student

PERSONAL DATA

Date of Birth: October 25, 2006

Age: 18 yrs old
Sex: Male
Civil Status: Single
Language: Tagalog, English
Contact number: 0991 596 9941
Email Address: marcel_clark_sumangid@[Link]
Address: Blk 10 Lot 57 Phase 1b Kasiglahan San Jose Rod, Rizal

PROFILE

A highly motivated Senior High School student possessing strong organizational skills,
adaptability, critical thinking abilities accountability, honesty, positivity, and initiative.
Dedicated to academic excellence and personal growth.

SKILLS

• Adaptability • Honesty
• Critical thinking • Positivity
• Accountability • Initiative

EDUCATION

Secondary

2023-2025 CHRIST THE FOUNDATION CHRISTIAN ACADEMY

Montalban, Rizal Senior High School (ABM)
Awards: With honors

2019-2023 SAN JOSE NATIONAL HIGH SCHOOL SCHOOL

Montalban, Rizal

Elementary

2012-2019 AMITYVILLE ELEMENTARY SCHOOL

Montalban, Rizal
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171
Marcelo, Anne Lorraine C.
12-ABM Student

PERSONAL DATA

Date of Birth: July 27, 2007

Age: 17 yrs old
Sex: Female
Civil Status: Single
Language: Tagalog, English
Contact number: 0915 895 3544
Email Address: Anne_lorraine_marcelo@[Link]
Address: #376 Pandayan St. Rodriguez, Rizal

PROFILE

A versatile and passionate individual with strong skills in cooking. dance, time
management, and communication. Known for adaptability, creativity, and dedication to
excellence in both personal and professional environments.

SKILLS

• Cooking • Time management

• Dancing • Communicate

EDUCATION

Secondary

2023 - 2025 CHRIST THE FOUNDATION CHRISTIAN ACADEMY

Montalban, Rizal Senior High school (ABM)

2019 - 2023 GENERAL LICERIO GERONIMO MEMORIAL NATIONAL HIGH

SCHOOL
Montalban, Rizal

Elementary

2012-2018 EULOGIO RODRIGUEZ ELEMENTARY SCHOOL

Montalban, Rizal