The Impact of Sustainable QR Menus on Service Quality and Customer Satisfaction: The Moderating Role of Perceived Risk

Abstract

Technological applications have become increasingly important as competitive tools in the food and beverage industry. However, the effects of quick response (QR) menus, which exemplify sustainable menu practices, on service quality, e-service quality, and customer satisfaction, as well as the moderating role of perceived risk in these relationships, have not been sufficiently explored. To address this gap, data were collected through a face-to-face survey from 508 participants at three full-service casual dining establishments in the city center of Antalya, Türkiye, between 10 May and 26 June 2024. The research hypotheses were tested using structural equation modeling. The analysis revealed that technology-based service innovation and service quality significantly influence customer satisfaction, while e-service quality impacts customer satisfaction indirectly through service quality. Furthermore, when examining the moderating effect of perceived risk, it was found that perceived risk does not moderate the relationship between technology-based service innovation and customer satisfaction. In conclusion, the study presents managerial and practical implications that underscore the effect of technological innovations in enhancing service quality and customer satisfaction in the food and beverage sector.

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