破解困境：二维码菜单对顾客忠诚度下降的惊人影响

IF 7.6 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Management Pub Date : 2024-10-25 DOI:10.1016/j.jhtm.2024.10.006

Ganga S. Urumutta Hewage , Laura Boman , Sarah Lefebvre

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引用次数: 0

摘要

通过快速反应（QR）代码访问数字菜单的采用率明显上升。尽管二维码菜单对餐厅经营者有潜在好处，但其对顾客行为和体验的细微影响仍相对未知。本研究调查了菜单展示方式（二维码与传统方式）对顾客忠诚度的影响。在两项研究中，我们发现二维码菜单会降低顾客忠诚度（与传统菜单相比），原因是感知到了不便。顾客对互动的需求进一步调节了这种影响。我们的研究非常及时地强调了不便感对技术采用的负面影响。我们为有关餐饮业数字化和顾客忠诚度的文献做出了贡献，同时也为餐厅经营者提供了实用的见解。

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Deciphering the dilemma: The surprising impact of QR code menus on diminishing customer loyalty

The adoption of digital menus accessed through quick response (QR) codes has witnessed a notable upsurge. Despite potential benefits for restaurant operators, the nuanced effects of QR code menus on customer behavior and experience remain relatively unknown. This research investigates the influence of menu presentation (QR code vs. traditional) on customer loyalty. In two studies, we find that QR code menus diminish customer loyalty (compared to traditional menus) due to perceived inconvenience. This effect is further moderated by customers’ need for interaction. Our work is timely in highlighting the negative impact of perceptions of inconvenience on technology adoption. We contribute to the literature on digitalization in hospitality and on customer loyalty, while also providing practical insights for restaurant operators.

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来源期刊

Journal of Hospitality and Tourism Management Multiple-

CiteScore

13.30

自引率

8.40%

发文量

177

审稿时长

45 days

期刊介绍： Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.