Don Honorio Ventura State University

Bacolor, Pampanga

College of Hospitality and

Tourism Management
THE EFFECTS OF
TECHNOLOGICAL
ADVANCEMENT ON QUALITY OF
SERVICE AND CUSTOMER
EXPERIENCE IN QUICK SERVICE
RESTAURANTS
 THE RESEARCHERS
Dizon, Kate Diane
Medina, Angelica
Manlutac, Herchie
Mariano, John Jill
Melendres, Thomas Joaquin
Miranda, Razhakie

College of Hospitality and Tourism Management

Bachelor of Science in Hospitality Management
I.
INTRODUCTIO
N
 INTRODUCTION
Restaurants under hospitality industry are increasingly
turning to technological advancements to enhance their service
quality and stay competitive in a rapidly changing market. The
integration of technology into restaurant operations has become a
pervasive trend, reshaping how customers interact with
establishments and how businesses deliver their services (Kamble
& Chandel, 2019).

A vast majority of operators, approximately 95%,

acknowledge that technology adoption has significantly enhanced
overall operational efficiency (Abbas, n.d.).
 INTRODUCTION
The symbiotic relationship between technological
advancements and service quality in restaurants is a multifaceted
area of study that warrants comprehensive exploration. As
technology continues to fill various aspects of the dining
experience, from ordering and payment systems to kitchen
operations and customer engagement platforms, it is essential to
assess how these advancements impact the overall quality of
service provided to the customers and how it influences their
experience (Bilgihan & Nejad, 2015).
 INTRODUCTION
The same goes with the established relationship between
technological advancements and customer experience.
According to Kearl (2024), the landscape of customer experience
management has experienced a revolutionary transformation
through the integration of digital technologies. Such
transformation touches all facets of business, not only reshaped
organizational operations but also altered the manner in which
companies engage with their customers.
 INTRODUCTION
This study aims to contribute to a deeper understanding of
the interplay between technological advancements and service
quality and customer experience in quick service restaurants
by identifying their causal relationships. The study will focus
on the context of quick service restaurants (QSRs) across San
Fernando, Pampanga.
STATEMENT OF THE PROBLEM
AND OBJECTIVES
1. How may the demographic profile of the respondents be described in terms of:
1.1 Gender
1.2 Age
1.3 Frequency of Dining in Quick Service Restaurants
2. How may technological advancement in QSRs be described in terms of:
2.1 Presence of Artificial Intelligence
2.2 Streamlined Systems
3. How may service quality in QSRs be described in terms of:
3.1 Tangibles
3.2 Reliability
3.3 Responsiveness
3.4 Assurance
3.5 Empathy
STATEMENT OF THE PROBLEM
AND OBJECTIVES
4. How may customer experience in QSRs be described in terms of:
4.1 Hedonic
4.2 Recognition

5. How may the effects of technological advancement on service quality

and customer experience be ascertained?
 SCOPE AND DELIMITATION
• Focused in determining the effects of technological advancement on service quality
and customer experience in quick service restaurants across San Fernando,
Pampanga
• The respondents are QSRs customers at least 18 years of age
• Using G-Power analysis version 3.1.9.4 with an effect size of 0.30 based on 99%
confidence level, the sample will comprise of 222 respondents
• The respondents will be selected using purposive sampling
• The instrument is an adopted survey questionnaire
• No attempt will be made to find respondents from other municipalities or industry
• The study will take place from February to June 2024
 SIGNIFICANCE OF THE STUDY
The findings of the study will be deemed significant to the
following entities:

• Quick Service Restaurants (QSRs)

• Franchise Owners
• Technology Industry
• Marketing and Advertising Agencies
• Future Researchers
II. REVIEW OF
RELATED
LITERATURE
 TECHNOLOGICAL ADVANCEMENT
IN FOOD INDUSTRY
Technology and the food industry have developed a
symbiotic relationship. As the industry evolves, technology adjusts
and offers solutions for new and emerging challenges. Conversely,
the food industry drives technological innovation. Technology has
notable impacts on the food industry which include but not limited
to increased efficiency and productivity in food production and
greater focus on sustainability and health (Muscad, 2022).

The study of Martasari (2023) proved that industrial

technology has a significant effect on improving service quality
and customer experience.
 SERVICE QUALITY
Service quality is a measure of how well an organization provides
service to meet customer demands and expectations (Indeed Blogsite,
2023).

Anchored to the SERVQUAL model of Parasuraman et al.

(1988), service quality has five dimensions; tangibles refer to the
appearance of physical facilities, equipment, personnel, and
communication materials; reliability is the ability to perform the
promised service dependably and accurately; responsiveness is the
willingness to help customers and provide prompt service; assurance
means the knowledge and courtesy of employees and their ability to
convey trust and confidence; and empathy which is identified by the
caring, individualized attention the firm provides its customers (Arlen,
 CUSTOMER EXPERIENCE
Customer experience refers to the overall experience of the
customers with a company or business based on all interactions
they engage. Customer experience is measured through two major
factors; hedonic and recognition (Sasmoko et al., 2019).

Hedonic nature of consumer experiences focusing on the

sensory, emotive, and fantasy aspects of consumption (Godovykh
& Tasci, 2020).

The recognition aspect mentions qualities such as safety,

importance, relation, being welcome, and a sense of beauty
(Tulcanaza-Prieto et al., 2023).
 THEORETICAL FRAMEWORK
Technology Acceptance Model (TAM). Technology Acceptance
Model of Davis (1989) is a widely used theoretical framework that
explains how users come to accept and use new technologies.

Service Quality (SERVQUAL) Model. The SERVQUAL model

of Parasuraman et al. (1988) is commonly used to assess and
measure service quality in various industries.

Customer Experience Management (CEM) Framework. The

CEM framework of Schmitt (2003) focuses on understanding and
managing customers' holistic experiences with a brand or service.
 CONCEPTUAL FRAMEWORK

H1: Technology Advancement has a significant effect on Service Quality

H2: Technology Advancement has a significant effect on Customer Experience
 III.
METHODOLOGY
R The study will employ a quantitative causal
E D research design to attain the research objectives.

S E A causal research design, also known as

explanatory research is conducted in order to
E S identify the extent and nature of cause-and-effect
A I relationship between variables (Oppewal, 2010;
Zikmund et al., 2012).
R G
It will help to ascertain the effects of technological
C N advancement on service quality and customer
experience.
H
 RESPONDENTS
• 222 sample size (G-Power Analysis v. 3.1.9.4)
• QSRs customers in San Fernando, Pampanga
• At least 18 years of age
• Purposive Sampling
 INSTRUMENT
• Adopted questionnaire from Parasuraman et al. (1988) and
Ameen et al. (2021)
• Two sections: Demographic Profile and 5-point Likert scale
• Service Quality consists of five dimensions with 22 items
adopted from Parasuraman et al. (1988)
• Customer Experience has two dimensions with 4 items each
adopted from Ameen et al. (2021)
 DATA COLLECTION
• Secure permission to conduct the study from involved QSRs
• Secure informed consent from the 222 respondents
• Seek permission for the utilization of the adopted questionnaire
• Actual data gathering procedure thru survey questionnaires
• Retrieval of data
 DATA ANALYSIS
FREQUENCY AND REGRESSION ANALYSIS
PERCENTAGE
DISTRIBUTION
This descriptive statistics concept This inferential statistics tool
will be utilized to graphically will aid the researchers to
present the demographic profile of ascertain the effects of
technological advancement on
the respondents service quality and customer
experience
 ETHICAL CONSIDERATIONS
• Permission and Informed Consent
• Confidentiality and Privacy
• Proper Attribution
 REFERENCES
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https://think.ing.com/uploads/reports/ING_-_Food_tech_-_April_2019.pdf
 REFERENCES
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Printed Access Card. Cengage Learning
 THANK
YOU! Dizon, Kate Diane
Medina, Angelica
Manlutac, Herchie
Mariano, John Jill
Melendres, Thomas Joaquin
Miranda, Razhakie
College of Hospitality and Tourism Management
Bachelor of Science in Hospitality Management