Customer satisfaction in using digital QR code menu ordering in restaurant / Zurena @ Rena Shahril ... [et al.]

• Main Authors: Shahril, Zurena @ Rena, Remey Den, Nur Syazwanie Arissa, Shamshul Bahari, Nur Ainal Syuhada, Mohd Asnawi, Noorfarah Ilyana
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Consumer satisfaction; Electronic commerce; Hospitality industry. Hotels, clubs, restaurants, etc. Food service; Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/97893/1/97893.pdf; https://ir.uitm.edu.my/id/eprint/97893/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

This study aims to examine the factors determining customer satisfaction to use digital QR code on menus in the restaurants as an alternative ordering. The rapid growth of digital technology in the last two decades has become a factor that encouraged individuals and groups to utilize digital technology from devices or technological tools as effectively and efficiently as possible to facilitate the activities and business processes being carried out. This research used the non-probability sampling technique with a random sampling of 377 restaurants’ customers. In addition, this study used data analysis techniques using SPSS version 28, which produced descriptive statistics, reliability analysis, as well as Pearson correlations. The results indicated that all factors, perceived ease of use (r = 1) and perceived usefulness (r = 0.589), were positively related to customer satisfaction to use digital QR code on menus in the restaurants. By emphasizing and increasing customer awareness with digital QR Code technology, there is a need for socialization efforts and education for restaurant operators and customers to know and realize that digital QR code technology can be used for better menu ordering in terms of convenience, usability, and ease of use as an alternative to order food and beverages. Practically, the results of this study also play a role in encouraging the modernization of menu ordering to be taken into consideration by restaurant operators as a plan for developing alternative menu ordering using digital QR Code Technology.