Issue Date
10-2024
Abstract
This study explores the adoption of self-ordering kiosks (SOKs) in the Philippine fast food industry. It aims to identify the antecedents influencing customer choice of ordering touchpoints between traditional counters and SOKs and its influence on overall satisfaction. By employing PLS-SEM analysis, results revealed that the feeling of being time pressured, the mood to interact with fewer people, and the feeling of using the kiosk drive the customers to use SOK, which can be attributed to the speed and convenience of using SOK. Mediation analysis showed that using SOK has an indirect effect on the influence of affective state factors on overall satisfaction. Perceived queuing, waiting time, and crowding, however, revealed insignificant effects. The findings of the study suggest that affective state factors positively influence the use of SOK. At the same time affective state factors negatively influence the use of traditional counters; emotions and moods experienced by customers lead to the use of self service technologies such as SOK rather than using traditional counters. Results also showed enhanced SOK attributes can significantly improve overall satisfaction. The study emphasizes the importance of considering emotional states and preferences in the choice of ordering touchpoints in fast food restaurants, providing invaluable insights for service providers to enhance customer experience and optimize operations through the implementation of SOK.
Source or Periodical Title
UP Los Baños Journal
Volume
22
Issue
1
Page
71-93
Document Type
Article
College
College of Engineering and Agro-Industrial Technology (CEAT)
Recommended Citation
Soriano, Armelyn E.; De Silva, Diana Marie R.; and Isip, Marc Immanuel G., "Customer choice of ordering touchpoints and its influence on overall customer satisfaction" (2024). Journal Article. 6235.
https://www.ukdr.uplb.edu.ph/journal-articles/6235