From Paper to Pixel: How Digital Menus Transform Customer Experience in Luxury Dining

Abstract

The advancement of technology has transformed the way the businesses operate include service delivery in food and beverage industry. This study aims to evaluates the impact of digital menu attributes, especially perceived usefulness and interactivity on customer purchase intention and customer satisfaction in a luxury restaurant. The study employed a quantitative approach using survey questionnaire that distributed to 217 research participants. Data collected from respondents was analyze using SmartPLS. The results of the study indicate that perceived usefulness and interactivity have positive and significant effects on purchase intention and customer satisfaction. Among the variables, interactivity was the strongest one to influence the customers purchase intention and satisfaction, highlighting the importance of engaging digital feature in influencing the restaurant patrons behaviour. This study contributes to the literature by extending the application of digital menu research into the luxury dining context, which has been relatively under explored. The findings offer practical implications for restaurant managers in designing effective digital menu systems that enhance customer experience and business performance.