Abstract
Considering the significant role of technological developments in food service industry, there is a lack of research studies examining the role of electronic menus (e-menus) on customer satisfaction (CS) and customer behavioral intentions (CBI), especially in the Saudi Arabian food service industry. This research aims to measure customers’ acceptance to use e-menus on CS and CBI in quick-service restaurants (QSRs) in Saudi Arabia. It also examines the mediating role of CS on the link between customers’ acceptance of using e-menus and CBI. The study adopted a quantitative research approach using self-administered surveys distributed and gathered from a random sample of QSRs customers in Al-hasaa. The major findings from 472 valid surveys, examined using a structural equation modeling (SEM) revealed that there is a significant positive effect of customers’ acceptance of using e-menus on CS and on CBI. Moreover, CS has a significant positive effect on CBI. CS has a partial mediation effect in the link between customers’ acceptance of using e-menus and CBI. This reflects that e-menus (i.e., interactivity, media enjoyment, and consumption visions) play a crucial role in enhancing CS and CBI. Several contributions for scholars and practitioners are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Advances in Hospitality and Tourism Research (AHTR)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
