Service Quality and Continuance Usage Intention of GCash Cash-In and Cash-Out Self-Service Kiosks in Metro Manila

Trishia C. Ablen; Luisa Mae C. Castillo; Justin Mendez; Andrea B. Obnamia; Jayvie O. Guballo

doi:10.56741/IISTR.jmsd.002478

Authors

Trishia C. Ablen Rizal Technological University
Luisa Mae C. Castillo Rizal Technological University
Justin Mathew S. Mendez
mendezjustin0321@gmail.com
Rizal Technological University
Andrea B. Obnamia Rizal Technological University
Jayvie O. Guballo Rizal Technological University https://orcid.org/0000-0003-1088-2230

DOI:

https://doi.org/10.56741/IISTR.jmsd.002478

Keywords:

Continuance Usage Intention, Digital Payments, GCash, PLS-SEM, Self-Service Kiosk, Service Quality

Abstract

Cash-in and cash-out self-service kiosks connect physical cash with mobile-wallet ecosystems and may remain important even as retail payments become increasingly digital. This study examined how perceived service quality is associated with continuance usage intention among users of GCash cash-in and cash-out self-service kiosks in Metro Manila. A quantitative descriptive-correlational survey was conducted with 401 users aged 18–44 years. The questionnaire measured five service-quality dimensions—reliability, responsiveness, assurance, empathy, and tangibility—and three continuance-related indicators: user satisfaction, perceived usefulness, and perceived ease of use. Descriptive statistics, Kendall’s tau-b, and Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrap samples were used. All service-quality dimensions were rated favorably, with tangibility (M = 4.25) and responsiveness (M = 4.24) receiving the highest means. Perceived usefulness was the strongest continuance indicator (M = 4.13), followed by perceived ease of use (M = 4.11) and user satisfaction (M = 4.04). All reported service-quality relationships with continuance components were positive and statistically significant (p < .001). The PLS-SEM model showed a positive path from service quality to continuance usage intention (β = 0.742) and R² = 0.595 for the continuance construct. Demographic interaction effects were not statistically significant. The findings indicate that consistent, useful, responsive, and well-maintained kiosk services are more relevant to continued use than the demographic moderators examined in this sample.

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Author Biographies

Trishia C. Ablen, Rizal Technological University

is a Bachelor of Science in Business Administration major in Marketing Management student at Rizal Technological University. Her research interests include consumer behavior, digital marketing strategies, brand equity, innovation, and technology in marketing. This study was conducted in partial fulfillment of the requirements for the subject titled MM-THESIS2. (email: ablentrishia@gmail.com).

Luisa Mae C. Castillo, Rizal Technological University

is a Bachelor of Science in Business Administration major in Marketing Management student at Rizal Technological University. Her research interests include e-commerce strategies, graphic design trends in digital marketing, brand identity and product uniqueness. This study was conducted in partial fulfillment of the requirements for the subject titled MM-THESIS2. (email: castillolouise04@gmail.com).

Justin Mathew S. Mendez, Rizal Technological University

is a Bachelor of Science in Business Administration major in Marketing Management student at Rizal Technological University. His research interests include marketing strategies and brand development, and digital marketing strategies. Market segmentation and targeting, and content creation in marketing. This study was conducted in partial fulfillment of the requirements for the subject titled MM-THESIS2 (email: mendezjustin0321@gmail.com).

Andrea B. Obnamia, Rizal Technological University

is a Bachelor of Science in Business Administration major in Marketing Management student at Rizal Technological University. Her research interests include consumer behavior, digital marketing strategies, graphic design in digital marketing, franchising, and technology in marketing. This study was conducted in partial fulfillment of the requirements for the subject titled MM-THESIS2. (email: andreaobnamia1@gmail.com).

Jayvie O. Guballo, Rizal Technological University

is a university lecturer specializing in business research, administration, and human resource management. Before entering academia, he spent nearly eight years as a corporate recruitment manager, gaining experience in industries such as hospitality, oil and gas, engineering, and finance. He holds a BS in Office Administration from Rizal Technological University and both an MBA (Human Resource Management) and a DBA from the Polytechnic University of the Philippines. He also holds certifications as a Certified Human Resource Professional® (United Kingdom) and a Certified Marketing Professional (Australia). (email: joguballo@rtu.edu.ph).

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