Customers’ Satisfaction Towards Online Digital Menu Experience and Intention to Revisit Family-Style Restaurants Post COVID-19 Pandemic

Abstract

In the year 2020, to attract more customers during the pandemic, many traditional restaurant operators began to offer innovative experiences by adopting digital technology. To meet health and safety standards, contact-less touch points were applied to customers both on and off-premises to minimize or eliminate the number of high-touch moments in the customers’ journey. Most pre-COVID-19 studies focused on the customers’ technology readiness in menu ordering. Hence, this study will examine customers’ satisfaction with the online digital menu experience and intention to revisit Family Style Restaurants post COVID-19 pandemic. A quantitative research method will be adopted to test the mediation effect of customers’ satisfaction between their digital menu experience and intention to revisit. This conceptual paper is hoped to assist restaurant owners, especially Family Style Restaurant’s operator in offering the best digital technology experience to their growing customers to get repeat orders.