The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction

Abstract

Purpose: Despite the tremendous importance of innovative technology in restaurant sector, review of literature has presented finite researches into this side, particularly in Egyptian restaurant sector. Limited research studied the antecedent of customer satisfaction toward digital menus. This research intends to examine the role of digital menus towards customer’s behavioral intentions, as conspicuous by customers' evaluation of perceived usefulness, interactivity, media enjoyment and consumption visions and behavioral intentions towards digital menus image through their satisfaction in the Egyptian restaurant sector. Design/methodology/approach : A number of 389 survey directed to customers usually visit casual restaurants applied digital menus to affirm recently proposed model to enhance Egyptian casual restaurants. Structural equation modeling has been utilized for hypotheses testing. Findings: The paper conclusion clarifies that perceived usefulness, interactivity, media enjoyment and consumption visions are the major