Fast food industries in the Philippines are engaging in a significant transformation as it increasingly embraces
self-service and modernized service for their customers. These industries are introducing technological
advancements like self-service kiosks in their service. This study aims to assess the factors that contribute to
achieving perceived satisfaction of the customers who utilized self-service kiosks in the fast-food chains in NCR,
Philippines. Additionally, it aims to utilize the Value Based Technology Acceptance Model (VBTAM) with added
variables such as Customer's Individual Characteristics (CIC), Navigability (N), and Time Saving (TS). 386
customers in fast food responded in the online survey which consisted of 63 questions. Structural equation modeling
(SEM) shows that out of 27 hypotheses, 17 are supported, 10 are not significant, and one correlation is added which
is Perceived Usefulness (PU) and Perceived Ease of Use (PEOU). The results show that CIC positively influences
Functional Value (FV), Emotional Value (EV), and Time Value (TV), TS, and N. FV, and EV, positively influences
PEOU while TV positively affects both PEOU and PU. PU and PEOU positively affect each other. PU and PEOU
positively affects Behavioral Intention (BI) which subsequently led to Perceived Satisfaction (PS). N positively
affects TS, vice-versa which leads to PS. Lastly, this study is the first one who utilized VBTAM in analyzing
customer’s perceived satisfaction in utilizing self-service kiosks in the Philippines. For future works, future studies
can do comparative analysis to Traditional Ordering Methods and Longitudinal Study on Customer Satisfaction
using other models like TAM, UTAUT, etc.