The impact of fast-food restaurant customers’ digital transformation on perceived value and well-being

Mohamed Youssef Ibrahim Helal

26 citations0/0 files storedJournal of Hospitality and Tourism Technology

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty AI in Service Interactions

Abstract

Purpose Hospitality businesses are changing digitally to meet customer demands, provide value and stay competitive. Prior hospitality studies examined customers’ technology acceptance rather than digital technology readiness and acceptance. In addition, no studies have explored how restaurant customers’ digital transformation influences hedonic and utilitarian values and customer well-being. Therefore, this study aims to examine how fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) influences their perceived value and well-being. Design/methodology/approach This study provides a conceptual framework with six constructs. The data for this study were collected from fast-food restaurant customers in Egypt using a self-administered questionnaire. Findings According to the findings, customers’ technical readiness for digital transformation in fast-food restaurants substantially impacts their technology acceptance. In addition, customers’ perceived hedonic and utilitarian values are greatly influenced by their acceptance of fast-food restaurant digital technologies, and these perceived values significantly impact customer well-being. Practical implications This study presents several suggestions to improve customers’ readiness for digital transformation in fast-food restaurants and the impact on their technology acceptance and perceived value and well-being. Also, this study’s results could impact fast-food restaurants’ decisions to adopt new digital technologies (e.g. service robots) for their customers. Originality/value The study adds to the existing literature review by attempting to present a comprehensive picture of fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) and its impact on customers’ perceived values. A potential antecedent of fast-food restaurant customers’ well-being was also investigated: perceived hedonic and utilitarian values.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1985A technology acceptance model for empirically testing new end-user information systems : theory and results 2000Technology Readiness Index (Tri)2016Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead 2004Path Analysis: An Introduction and Analysis of a Decade of Research

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