当前位置:
X-MOL 学术
›
J. Hosp. Tour. Manag.
›
论文详情
Our official English website, www.x-mol.net, welcomes your
feedback! (Note: you will need to create a separate account there.)
Deciphering the dilemma: The surprising impact of QR code menus on diminishing customer loyalty
Journal of Hospitality and Tourism Management ( IF 7.6 ) Pub Date : 2024-10-25 , DOI: 10.1016/j.jhtm.2024.10.006 Ganga S. Urumutta Hewage, Laura Boman, Sarah Lefebvre
Journal of Hospitality and Tourism Management ( IF 7.6 ) Pub Date : 2024-10-25 , DOI: 10.1016/j.jhtm.2024.10.006 Ganga S. Urumutta Hewage, Laura Boman, Sarah Lefebvre
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.
中文翻译:
解读困境:二维码菜单对降低客户忠诚度的惊人影响
通过快速响应 (QR) 代码访问的数字菜单的采用见证了显着的热潮。尽管对餐厅经营者有潜在的好处,但二维码菜单对客户行为和体验的细微影响仍然相对未知。本研究调查了菜单展示(二维码与传统)对客户忠诚度的影响。在两项研究中,我们发现由于感知到的不便,二维码菜单会降低客户忠诚度(与传统菜单相比)。客户对交互的需求进一步调节了这种影响。我们的工作及时地强调了不便感对技术采用的负面影响。我们为酒店业数字化和客户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。
更新日期:2024-10-25
中文翻译:
解读困境:二维码菜单对降低客户忠诚度的惊人影响
通过快速响应 (QR) 代码访问的数字菜单的采用见证了显着的热潮。尽管对餐厅经营者有潜在的好处,但二维码菜单对客户行为和体验的细微影响仍然相对未知。本研究调查了菜单展示(二维码与传统)对客户忠诚度的影响。在两项研究中,我们发现由于感知到的不便,二维码菜单会降低客户忠诚度(与传统菜单相比)。客户对交互的需求进一步调节了这种影响。我们的工作及时地强调了不便感对技术采用的负面影响。我们为酒店业数字化和客户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。