The Relationship Between Smart Menu and Restaurants’ Intent to Visit: The Mediating Role of Customer’s Satisfaction and The Moderating Role of Customer’s Delight (Apply to Technology Acceptance Model)

Document Type : Original Article

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1 Hotels management department, faculty of tourism and hotels, Suez Canal University

2 Marketing department, college of business administration, Shaqra University, KSA

Abstract

 The restaurant is one of the tourism sectors that is constantly growing and flourishing. Modern technology has contributed to develop this sector. Many restaurants started using modern technologies to improve their performance, for example: smart menu technology. In light of these technologies, the currently study search for the relationship of applying smart menu technology and customer’s intention to visit the restaurant. Based on the theory of TAM-Technology Acceptance Model "ease of use and perceived benefit", which is one of the most famous theories of information technology.  And studying customer’s satisfaction as a mediating variable in the relationship between smart menu and the intention to visit, and checking the moderating role of customer’s delight in the relationship between customer’s satisfaction and the intention to visiting the restaurant. Data were collected from customers (463) from (23) restaurants in Cairo and Sharm El Sheikh. A questionnaire has used to collect this data from customers. Smart PLS v.3.2.8 was used to analyze the data. The research finding indicated that a strong significant positive relationship between smart menu application and intention to visit the restaurant. Customer delight enhance the relationship between satisfaction and intention to visit. In light of these results, the study recommends the importance of modern technologies which creating a unique experience for customers.

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