The Mediating Role of Customer Satisfaction on the Relationship between E-Menus and Customers Behavioral Intentions in the Quick Service Restaurants

Year 2024, Volume: 12 Issue: 4, 368 - 390, 03.12.2024

Tamer Hamdy Ayad , Ahmed M. Hasanein

https://doi.org/10.30519/ahtr.1404613

Abstract

Considering the significant role of technological developments in food service industry, there is a lack of research studies examining the role of electronic menus (e-menus) on customer satisfaction (CS) and customer behavioral intentions (CBI), especially in the Saudi Arabian food service industry. This research aims to measure customers’ acceptance to use e-menus on CS and CBI in quick-service restaurants (QSRs) in Saudi Arabia. It also examines the mediating role of CS on the link between customers’ acceptance of using e-menus and CBI. The study adopted a quantitative research approach using self-administered surveys distributed and gathered from a random sample of QSRs customers in Al-hasaa. The major findings from 472 valid surveys, examined using a structural equation modeling (SEM) revealed that there is a significant positive effect of customers’ acceptance of using e-menus on CS and on CBI. Moreover, CS has a significant positive effect on CBI. CS has a partial mediation effect in the link between customers’ acceptance of using e-menus and CBI. This reflects that e-menus (i.e., interactivity, media enjoyment, and consumption visions) play a crucial role in enhancing CS and CBI. Several contributions for scholars and practitioners are discussed.

Keywords

E-Menus, Customer Satisfaction, Customer Behavioral Intentions, Quick Service Restaurants

Supporting Institution

The Deanship of Scientific Research, Vice Presidency for Graduate Studies and Scientific Research, King Faisal University, Saudi Arabia

Thanks

the Deanship of Scientific Research, Vice Presidency for Graduate Studies and Scientific Research, King Faisal University, Saudi Arabia

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