QR Menü Kullanımı Kapsamında Restoranlarda Yenilikçi Uygulamaların Hizmet Kalitesine ve Restoran İmajına Etkisi (The Effect of Innovative Applications in Restaurants on the Service Quality and Restaurant Image in the Scope of Using QR Menus)
DOI:
https://doi.org/10.21325/jotags.2022.1065Keywords:
QR menu, Technology-based service innovativeness, Experiential innovativeness, Service quality, Restaurant imageAbstract
QR menus are digital menus in food and beverage businesses that customers can view by scanning the QR codes on the tables with their smartphones. QR menus are an example of technology-based innovative applications used in food and beverage service businesses. At the same time, they set an example for experiential innovation by providing customers with a different ordering process experience. This research aims to examine whether experiential and technological innovation applications affect service quality and restaurant image by evaluating from the customer's point of view within the scope of QR menu usage in restaurants. The research data were collected in July 2022 by face-to-face survey application to people who use QR menus in middle-class restaurants in Antalya. Regression analysis was applied to 392 valid questionnaires. The results of the research show that technology-based service innovation does not have a significant effect on service quality, but has a significant effect on restaurant image. On the other hand, it is seen that experiential innovation has a significant effect on both the service quality and the image of the restaurant. The effect of service quality on restaurant image, which is known to have a significant effect on restaurant selection and customer satisfaction, was found to be statistically significant.
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