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Are restaurant customers ready for tablet-based menus?

Are restaurant customers ready for tablet-based menus? The purpose of this study is to explain the impact of innovation characteristics (relative advantage, compatibility, complexity and perceived risk) and individual differences (inertia, technology anxiety, need for interaction and previous experience) on customer intentions to adopt tablet-based menus in various restaurants settings.Design/methodology/approachAn experimental design was used in this study to explore tablet-based menu acceptance intentions across three restaurant settings: quick-service, midscale and upscale. A total of 415 participants were randomly assigned to one of the three scenarios describing a dining experience. Each scenario placed participants in a restaurant setting where a tablet-based menu was a part of the guests’ dining experience.FindingsThe study results indicated that out of the four innovation characteristics, compatibility and relative advantage are strong predictors of adoption intention of tablet-based menus. Among customer individual differences, technology anxiety and need for interaction were not found to have a statistically significant impact on intentions to adopt tablet-based menus. It was also found that customers dining at quick-service and midscale restaurants are more likely to adopt tablet-based menus than customers dining at upscale restaurants.Practical implicationsManagers in quick-service and midscale restaurants may consider investing in tablet-based menus, as customers of these restaurant types demonstrate higher adoption intentions compared to the customers of upscale dining establishments. The results of this study suggest that upscale restaurants should plan carefully before switching to table-based menus.Originality/valueThe findings of this study may assist restaurant managers in recognizing the importance of customer acceptance of new technologies such as tablet-based menus, which will lead to informed decisions about implementing tablet-based menus in their establishments. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0959-6119
DOI
10.1108/ijchm-04-2018-0307
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to explain the impact of innovation characteristics (relative advantage, compatibility, complexity and perceived risk) and individual differences (inertia, technology anxiety, need for interaction and previous experience) on customer intentions to adopt tablet-based menus in various restaurants settings.Design/methodology/approachAn experimental design was used in this study to explore tablet-based menu acceptance intentions across three restaurant settings: quick-service, midscale and upscale. A total of 415 participants were randomly assigned to one of the three scenarios describing a dining experience. Each scenario placed participants in a restaurant setting where a tablet-based menu was a part of the guests’ dining experience.FindingsThe study results indicated that out of the four innovation characteristics, compatibility and relative advantage are strong predictors of adoption intention of tablet-based menus. Among customer individual differences, technology anxiety and need for interaction were not found to have a statistically significant impact on intentions to adopt tablet-based menus. It was also found that customers dining at quick-service and midscale restaurants are more likely to adopt tablet-based menus than customers dining at upscale restaurants.Practical implicationsManagers in quick-service and midscale restaurants may consider investing in tablet-based menus, as customers of these restaurant types demonstrate higher adoption intentions compared to the customers of upscale dining establishments. The results of this study suggest that upscale restaurants should plan carefully before switching to table-based menus.Originality/valueThe findings of this study may assist restaurant managers in recognizing the importance of customer acceptance of new technologies such as tablet-based menus, which will lead to informed decisions about implementing tablet-based menus in their establishments.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Sep 4, 2019

Keywords: Innovativeness; Restaurant type; Customer characteristics; Tablet-based menu

References