The impact of fast-food restaurant customers’ digital transformation on perceived value and well-being

Abstract

Purpose Hospitality businesses are changing digitally to meet customer demands, provide value and stay competitive. Prior hospitality studies examined customers’ technology acceptance rather than digital technology readiness and acceptance. In addition, no studies have explored how restaurant customers’ digital transformation influences hedonic and utilitarian values and customer well-being. Therefore, this study aims to examine how fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) influences their perceived value and well-being. Design/methodology/approach This study provides a conceptual framework with six constructs. The data for this study were collected from fast-food restaurant customers in Egypt using a self-administered questionnaire. Findings According to the findings, customers’ technical readiness for digital transformation in fast-food restaurants substantially impacts their technology acceptance. In addition, customers’ perceived hedonic and utilitarian values are greatly influenced by their acceptance of fast-food restaurant digital technologies, and these perceived values significantly impact customer well-being. Practical implications This study presents several suggestions to improve customers’ readiness for digital transformation in fast-food restaurants and the impact on their technology acceptance and perceived value and well-being. Also, this study’s results could impact fast-food restaurants’ decisions to adopt new digital technologies (e.g. service robots) for their customers. Originality/value The study adds to the existing literature review by attempting to present a comprehensive picture of fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) and its impact on customers’ perceived values. A potential antecedent of fast-food restaurant customers’ well-being was also investigated: perceived hedonic and utilitarian values.

Post-Pandemic Digital Transformation: Mitigating Technostress and Increasing Well-Being in the Hospitality Industry via the Person-Technology Fit Model

“…Digital transformation entails integrating digital technologies into every aspect of a restaurant to boost efficiency, productivity, and competitiveness (Kumar et al, 2023). The readiness of employees for digital transformation is essential for restaurants to adapt successfully to the rapidly changing digital landscape (Helal, 2023). Digital transformation readiness refers to the degree to which employees are prepared to adopt and utilize digital technologies in the workplace (Ng, 2012).…”

“…Ng's (2012) framework for digital literacy identifies three key dimensions: technical, cognitive, and social -emotional. The technical dimension entails the skills to effectively utilize digital technologies, such as connecting devices, troubleshooting, and managing data (Helal, 2023). The cognitive dimension pertains to critical thinking and the ability to search for, evaluate, and ethically create digital content (Tohara, 2021).…”

“…The "reservation dimension" relates to individuals' concerns and attitudes about technology, particularly its potential drawbacks (Tate et al, 2015). Conversely, the "positivity factor" gauges employees' cheerful disposition toward technology, a key driver for successful digital implementation (Helal, 2023). "Risk propensity" measures an individual's willingness to embrace risk despite potential failures, requiring courage and self-motivation (Makki et al, 2016).…”

“…The COVID-19 pandemic has accelerated the pace of technology adoption in the restaurant industry, driving the implementation of digital solutions for contactless ordering, payment, and delivery to meet evolving customer preferences and safety concerns (Helal, 2023). Digital transformation has become essential for operational efficiency (Baiyere et al, 2020), enhancing the customer experience (Cichosz et al, 2020), and increasing competitiveness within modern hospitality businesses (Hassanin et al, 2023).…”

“…Digital transformation has become essential for operational efficiency (Baiyere et al, 2020), enhancing the customer experience (Cichosz et al, 2020), and increasing competitiveness within modern hospitality businesses (Hassanin et al, 2023). Digital transformation is a complete process involving integrating digital technology, data, and automation into different elements of a hospitality business's operations, strategies, and business models to improve performance, efficiency, and competitiveness (Helal, 2023;Kumar et al, 2023). Nevertheless, combined with the benefits digital transformation provides, the increasing reliance on technology within the hospitality industry has also presented a significant obstacle (Helal and Saleh, 2024), for example, technostress among employees (Shi et al, 2024).…”