Self-Service Kiosks and Customer Satisfaction in the Fast-Food Industry: Evidence from India and Malaysia

Zi Jian Oh (University Sains Malaysia)
Mohamad Imrozuddin (University Sains Malaysia)
Yan Chee Lum (University Sains Malaysia)
Basavaraju G. (Presidency University)
Logavrishaahee A/P Visvanathan (University Sains Malaysia)
Lyu Jinglin (University Sains Malaysia)
Pui Ling Low (University Sains Malaysia)
Prajwal S. (Presidency University)
Srinivasa V. (Presidency University)
Daisy Mui Hung Kee (University Sains Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 3 (2026): October 2026

 The fast-food industry has increasingly adopted digital technologies to enhance service quality and customer satisfaction, with self-service kiosks becoming an important part of the customer ordering experience. This study examines the effects of self-service kiosks on customer experience and satisfaction at McDonald’s in Malaysia and India, focusing on waiting time reduction, ease of use, order accuracy, and service quality. Using convenience sampling, data were collected from 206 respondents with prior experience using self-service kiosks and analyzed using IBM SPSS Statistics. The results showed that ease of use significantly influenced customer experience (? = 0.150, p .05). Waiting time reduction (? = 0.049, p .05), ease of use (? = 0.088, p .01), order accuracy (? = 0.151, p .001), and service quality (? = 0.171, p .001) significantly influenced customer satisfaction. Customer experience also significantly influenced customer satisfaction (? = 0.614, p .001). The models explained 81.9% and 84.4% of the variance in customer experience and customer satisfaction, respectively. These findings suggest that fast-food operators should prioritize user-friendly interfaces, order accuracy, service quality, and efficient service processes to enhance customer experience and satisfaction.