Deciphering the dilemma: The surprising impact of QR code menus on diminishing customer loyalty

Abstract

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. We contribute to the literature on digitalization in hospitality and on customer loyalty, while also providing practical insights for restaurant operators.