2025, Vol. 7, Issue 1, Part C

author(s)
Collen Frace L Elmedolan and Kymwell R Hinlayagan

abstract
This study examined the mediating role of self-service technology quality in the relationship between customer acceptance intention and innovativeness in fast-food restaurants in Davao City, Philippines. A survey of 300 customers who used self-service kiosks was conducted, utilizing mean analysis, Pearson r, and the Sobel z-test. Results indicated that self-service technology quality, customer acceptance intention, and innovativeness were all rated very high. Significant relationships were found among self-service technology quality, customer acceptance intention, and innovativeness, with the Sobel z-test confirming a partial mediating effect of self-service technology quality on customer acceptance intention, and innovativeness. This study implies that the Fast-food businesses should prioritize enhancing self-service technology quality, as it plays a crucial role in driving customer acceptance and fostering innovation. Investments in user-friendly interfaces, AI-driven recommendations, and seamless payment systems can further improve customer experience, streamline operations, and boost overall efficiency.