The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction | ||||
| International Academic Journal Faculty of Tourism and Hotel Management | ||||
| Volume 8, Issue 2, 2022, Page 49-73 PDF (1.29 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijaf.2022.302807 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Hany Essam Mohamed  1; Ahmed M Hasanein 1; Sherif Gamal Saad 2
| ||||
| 1Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University | ||||
| 2Hotel Studies Department, Faculty of tourism and hotels, Mansoura university, Egypt | ||||
| 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. | ||||
| Keywords | ||||
| Digital Menus; Customer Satisfaction; Behavioral Intentions | ||||
|
Statistics Article View: 1,179 PDF Download: 2,292 |
||||
