The Relationship between Service Quality and Service Convenience of a Digital Ordering System in a Fast-Food Chain

Abstract

The integration of digital ordering systems in fast-food establishments has transformed customer service by offering faster, more convenient ordering processes. Despite technological advancements, challenges related to system performance, service responsiveness, and information clarity continue to affect customers’ overall experience. This study aimed to determine the relationship between service quality of the digital ordering system and its relationship to service convenience in a fast-food chain. The respondents of this study were 300 customers who regularly used the digital ordering system. A stratified random sampling technique was employed to ensure representative participation from different customer groups. This study utilized a quantitative non-experimental research approach through a descriptive-correlational design. Adapted questionnaires were used and carefully evaluated to ensure their accuracy and relevance. The statistical tools applied were the mean and Pearson r correlation coefficient. Results revealed that both service quality and service convenience received a descriptive level of very high, indicating that customers always observed positive service experiences and convenient usage of the digital ordering system. Pearson r revealed a significant and strong positive relationship between the service quality of the digital ordering system and service convenience (r=0.654, p<.001). These findings suggest that improvements in service quality are significantly related to higher levels of convenience and overall satisfaction of customers when using the digital ordering platform.