EVALUATING THE IMPACT OF TECHNOLOGY INTEGRATION ON DINING EXPERIENCE AT SELECTED MAX'S RESTAURANTS

Abstract

The hospitality industry is undergoing a significant digital transformation, driven by the adoption of innovative technologies that enhance and personalize the dining experience. Tools such as online ordering platforms, contactless payment systems, QR code menus, mobile-based loyalty programs, and advanced data analytics are reshaping customer interactions and operational efficiency. Studies have shown that digital menus increase customer satisfaction by offering greater interactivity and customization, while Customer Relationship Management (CRM) systems and analytics enable restaurants to tailor services and build long-term customer loyalty. The study utilizes a quantitative research design with a descriptive approach to examine the effects of technology integration on the dining experience at selected Max’s Restaurant branches. Guided by the insights of Garcia and Lee (2021) on the industry's transition to online ordering and digital services, the research focuses on gathering relevant customer feedback. A total of fifty (50) respondents equally drawn from the Quezon Memorial Circle and Quezon Avenue branches will participate in the study.  Purposive sampling is employed to select individuals with firsthand experience of the restaurant’s technology-enhanced services, ensuring the relevance of the data collected. A researcher-developed survey instrument, grounded in Parasuraman’s (2020) customer satisfaction framework, will serve as the primary data collection tool. The survey is divided into three sections, including a checklist of structured questions designed to capture key variables efficiently. This approach ensures that data collection is both focused and comprehensive, aligning with the study’s goals and research questions. The demographic profile of the respondents indicates a notable concentration of younger individuals, with 74% falling under the age of 22. Additionally, 64% of participants identify as female, suggesting a gender imbalance that may introduce bias and limit the generalizability of the findings. The sample is also heavily composed of students, accounting for 42% of the total respondents, which could influence the results due to their distinct lifestyle, technological preferences, and dining behaviors. These demographic patterns underscore the importance of diversifying future samples to ensure a more representative understanding of customer experiences across different age groups, occupations, and gender identities. A total of fifty (50) participants were surveyed from Max’s Restaurant to assess the effects of technology integration on customer satisfaction and overall service quality.