QR code menus decrease restaurant-goer loyalty

From the «interaction not automation» department:
Title: The Surprising Impact of QR Code Menus on Diminishing Customer Loyalty
Author: feedback@slashdot.org
Date: Tue, 11 Mar 2025 18:05:00 +0000
Link: https://science.slashdot.org/story/25/03/11/1755217/the-surprising-impact-of-qr-code-menus-on-diminishing-customer-loyalty?utm_source=rss1.0mainlinkanon&utm_medium=feed

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.

[image 2][2][image 4][4]

Read more of this story[5] at Slashdot.

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