Transforming Dining with Real-time Innovation in Quick-service Restaurant Experience

This research paper aims to develop a real-time system that can improve the customer experience of the quick- service restaurant customers through service innovation. As quantitative research, a survey was conducted among the quick- service restaurant customers residing in Metro Manila. The researchers first identified the emerging factors affecting customer experience in a quick-service restaurant. With the help of Minitab, this was carried out by using Frequency Counts Analysis, a descriptive statistics technique. The results showed that there are two significant emerging factors affecting customer experience, mainly Accommodation Capacity and Waiting Time in getting accommodated. For the influence of service innovation on customer experience, it was observed that solely indicator Long Waits for Seating Availability was a significant factor through Multiple Linear Regression. Online surveys about the before and after experiences of users with the developed system were conducted. Likert-scale questionnaires regarding the experiences were used to determine significant differences to further back up the functionalities of the real-time system that tracks seating availability and in-store foot traffic. This helps to verify the helpfulness, effectiveness, and satisfaction of the users in the system while existing literature and scholarly studies were also used to aid the researchers in verifying the most appropriate solution to address the problem and improve customer experience in quick-service restaurants. Long waits for seats are the issue that service innovation is most likely to address, based on the responses of quick-service customers. Furthermore, a real-time system that monitors seating availability and in-store foot traffic within the store may be created to enhance the customer's experience at quick-service restaurants.