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302807

The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction

Article

Last updated: 26 Dec 2024

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Tags

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Abstract

Purpose: Despite the tremendous importance of innovative technology in restaurant sector, review of literature has presented finite researches into this side, particularly in Egyptian restaurant sector. Limited research studied the antecedent of customer satisfaction toward digital menus. This research intends to examine the role of digital menus towards customer's behavioral intentions, as conspicuous by customers' evaluation of perceived usefulness, interactivity, media enjoyment and consumption visions and behavioral intentions towards digital menus image through their satisfaction in the Egyptian restaurant sector.   Design/methodology/approach: A number of 389 survey directed to customers usually visit casual restaurants applied digital menus to affirm recently proposed model to enhance Egyptian casual restaurants. Structural equation modeling has been utilized for hypotheses testing.   Findings: The paper conclusion clarifies that perceived usefulness, interactivity, media enjoyment and consumption visions are the major elements that shape digital menus from customer's perspectives in casual restaurants and digital menus have significant positive effects on customers' satisfaction. Furthermore, it was found that there is a positive impact of customer satisfaction on behavioral intentions. Moreover, the results demonstrated that positive and significant paths range from digital menus to behavioral Intentions. Finally, the tandem mediation of customer satisfaction antecedent supports their behavioral intentions toward digital menus in casual restaurants. Therefore, this paper suggests maximizing the role of digital menu in casual restaurants that intends to provide an effective and efficient communication between restaurant management and customer. Digital menu is considered an idealistic tool to give special customer service in restaurants.  

DOI

10.21608/ijaf.2022.302807

Keywords

Digital Menus, Customer satisfaction, behavioral intentions

Authors

First Name

Hany

Last Name

Mohamed

MiddleName

Essam

Affiliation

Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University

Email

drhanyessam@gmail.com

City

Cairo

Orcid

-

First Name

Ahmed

Last Name

Hasanein

MiddleName

M

Affiliation

Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University

Email

ahmed.hasanein_fth@hotmail.com

City

Cairo

Orcid

-

First Name

Sherif

Last Name

Saad

MiddleName

Gamal

Affiliation

Hotel Studies Department, Faculty of tourism and hotels, Mansoura university, Egypt

Email

sherifgamal@mans.edu.eg

City

Mansoura

Orcid

-

Volume

8

Article Issue

2

Related Issue

41757

Issue Date

2022-06-01

Receive Date

2023-06-09

Publish Date

2022-06-01

Page Start

49

Page End

73

Print ISSN

2636-4255

Online ISSN

2636-4263

Link

https://ijaf.journals.ekb.eg/article_302807.html

Detail API

https://ijaf.journals.ekb.eg/service?article_code=302807

Order

302,807

Type

Original Article

Type Code

1,319

Publication Type

Journal

Publication Title

International Academic Journal Faculty of Tourism and Hotel Management

Publication Link

https://ijaf.journals.ekb.eg/

MainTitle

The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction

Details

Type

Article

Created At

26 Dec 2024