Assessing the Customer Perception of Quick Response (QR) Code Application and their Purchase Intention in Penang's Casual Dining Restaurants, Malaysia

Abstract

In the era of globalization, some individuals no longer need the physical presence of a human to place an order due to extensive technological advancements that have triggered the use of contactless systems such as QR codes. QR codes represent modern technology that is easy to use by simply scanning the QR code at the guest table providing an easier way to access the restaurant menu. Hence, this study aims to assess the customer’s perception of the usefulness of QR code usage at casual dining restaurants and how the ease of use of QR code applications at casual dining restaurants affects their purchase intention. These factors play a crucial role in any technology-driven initiative's long-term adoption and success. Online questionnaires collected data from 299 valid respondents who have experience scanning QR code at particular casual dining restaurants. The findings indicate that the use of QR codes may have significantly influenced customers' purchase decisions, especially among the younger generation. One key reason cited is the ease of reviewing the menu through the QR code system. Therefore, it is recommended that the food service industry must be more accepting of this technology to gain significant advantages from its implementation. Overall, the study clarifies the potential positive aspects of using QR code ordering systems in restaurants and how they might meet the interests and demands of various client segments. Contactless technologies like QR codes are probably going to play a big part in the foodservice sector's continued evolution in terms of improving customer experiences and optimizing business processes.