ENHANCING CUSTOMER LOYALTY THROUGH QR CODE MENU SYSTEM: THE SATISFACTION IN URBAN MALAYSIAN RESTAURANTS

Abstract

This study investigates the impact of QR code menu system on customers' intentions to return to restaurants in urban Selangor, with customer satisfaction as a mediating variable. The digitalization of the food and beverage sector has positioned QR menus as a key innovation for enhancing efficiency and customer experience. Nonetheless, the extent of acceptability and the influence of this system on consumer satisfaction and loyalty remain underexplored, in the Malaysian context. A quantitative survey was conducted among restaurant patrons who had used QR menus, yielding 296 valid responses. Data were analysed using SPSS through Pearson correlation, multiple regression, and mediation analysis via PROCESS Macro. The study's findings indicated that perceived ease of use (PEOU) and perceived usefulness (PU) significantly enhanced consumer satisfaction which in turn mediates the relationship between these factors and the intention to revisit. This suggests that satisfied patrons who are pleased with QR systems are more likely to revisit establishments offering this service. This study's findings carry important implications for stakeholders. Restaurant owners are encouraged to design intuitive QR systems to maximise satisfaction, while policymakers may consider incentives to promote digital adoption in the sector. Future research should extend the model by incorporating factors such as service quality and digital literacy to better understand drivers of customer loyalty in digital dining environments.