Track: Case Studies

Abstract

Upon the emergence of self-serving technology along with the on-going pandemic, this study used decision analysis with the Analytical Hierarchy Process (AHP) software Expert Choice 2000 to determine the influence of five criteria (convenience, accessibility, flexibility, reliability, and accuracy) to the customer satisfaction of fast food chain consumers, then used the data from the result to identify which of the two methods between Kiosk machines or traditional cashier counters is optimal to utilize when ordering at McDonald’s fast food chain. The researchers used data from a sample of 242 respondents from a digital survey containing questions regarding the service rendered by the food-chain, which was then analyzed using descriptive analysis. Results showed that by 54.6%, utilizing Kiosk machines provide a better service for the customer based on their overall perceived satisfaction. However, there are still different factors that are not included yet it could affect the result of the study. For improvement, the researchers suggest that other factors such as the size of manpower, larger work area and price of items be included in the factors that determines the overall perceived satisfaction of the customer.