In misc.news.internet.discuss, Retrograde <
fungus@amongus.com.invalid> wrote:
Title: The Surprising Impact of QR Code Menus on Diminishing Customer
Loyalty Abstract of a paper published on Journal of Hospitality and
Tourism Management:The adoption of digital menus accessed through
quick response (QR) codes has witnessed a notable upsurge. Despite
potential benefits for restaurant operators, the nuanced effects of QR
code menus on customer behavior and experience remain relatively
unknown. This research investigates the influence of menu presentation
(QR code vs. traditional) on customer loyalty. In two studies, we
find that QR code menus diminish customer loyalty (compared to
traditional menus) due to perceived inconvenience. This effect is
further moderated by customers' need for interaction. Our work is
timely in highlighting the negative impact of perceptions of
inconvenience on technology adoption.
I loathe QR menus and the use of such will certainly drive me away from
a place, but I'm also a once every two months sort of restaurant goer,
and not a big repeat customer on those rare outings.
That said, the study doesn't even involve going to a restaurant, just
imagining brunch at one:
https://www.sciencedirect.com/science/article/abs/pii/S1447677024001190
Study 1:
One hundred and eleven participants (M(age) = 39.0, female 45.0%) were
recruited through CloudResearch Connect, an online data collection
platform, to participate in a single-factor, between-subjects study.
Participants were told to imagine meeting a friend for brunch at a
fictional casual restaurant. Next, participants were randomly
assigned to either the QR code or traditional menu presentation
conditions. In the QR code condition, the scenario included a QR
code to scan the restaurant menu.
Study 2:
Two hundred and ninety-seven participants (M(age) = 39.2, female 47.1%)
from CloudResearch Connect completed Study 2. The study followed the
same procedure as Study 1 with a different restaurant name and menu.
Real customer behavior is not seen here.
Elijah
------
has not been at a restaurant with a QR code menu since 2021
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