EXPERIENCES OF THE SELECTED SENIOR CITIZEN CUSTOMERS IN USING KIOSK MACHINE AT MCDONALD'S WALTERMART GAPAN

Abstract

Fast food chains are a type of mass-produced food intended for commercial resale that place a significant emphasis on serving time. McDonald’s is one of the well-known and continuously growing fast food chains in the world. According to Ashfaq (2023), the introduction of McDonald’s self-service kiosks was considered revolutionary. In 2003, McDonald’s also began testing self-service kiosk machines. A kiosk machine is a standalone device that usually has a large touchscreen, allowing users to browse menus, select items, and complete payments without approaching a cashier. However, there is a lack of studies focusing on the experiences of senior citizens in using kiosk machines in the Philippines. This study aimed to determine the experiences of selected senior citizen customers in using kiosk machines at McDonald’s Waltermart, Gapan. The study used a qualitative research approach, specifically a phenomenological design, to examine the experiences of selected senior citizen customers in using kiosk machines at McDonald’s Waltermart, Gapan. A total of five participants were selected using purposive sampling. Data were collected through semi-structured interviews supported by audio recordings and note-taking. The gathered data were thoroughly analyzed and interpreted to arrive at conclusive results. The study revealed that most participants were women aged 60 to 65 years old. The results showed that participants experienced difficulties in using kiosk machines due to unfamiliarity with the technology, technical issues, and long lines. Despite these challenges, the results also revealed that the kiosk machines provided positive experiences, as they offered convenience in placing orders. Furthermore, the findings indicated that to improve kiosk machine usability, larger fonts and images, clearer instructions, and assistance during use should be provided. These improvements may further help customers, especially senior citizens, in using kiosk machines more effectively. The results reveal that selected senior citizen customers at McDonald’s Waltermart, Gapan encountered difficulties in using kiosk machines due to unfamiliarity, technical malfunctions, and long queues. These issues negatively affected their ease of use and overall experience. Furthermore, the findings suggest that implementing strategies such as enlarging fonts and images, providing assistance, and offering clearer instructions may help address these challenges. With these findings, the study demonstrates the importance of applying participant suggestions to enhance kiosk utilization and improve its efficiency, particularly for senior citizen users.