Digital Technology Adoption and Customer Experience: Examining Satisfaction as a Predictor of Repurchase Intention in Family Style Restaurants Post-COVID-19 Pandemic
List of Authors
Ahmad Fauzan Badiuzaman, Atikahambar Yusni, Noor Saliza Salmi, Putri Dahlia Ab Rashid
Keyword
Digital Technologies, Family-Style Restaurant, Customer Satisfaction, Repurchase Intention
Abstract
Adoption of digital technology in the Food and Beverage industry has been a new norm since the COVID-19 pandemic. Whether they like it or not, restaurant operators and customers need to adapt to the new digital technology implemented in restaurant settings. This study aims to determine the relationship between digital technology adoption (DT), customer satisfaction (CS), and repurchase intention (RI) from the perspective of family-style restaurant customers during the post-COVID-19 pandemic. It shows how digital technology (DT) affects customer satisfaction (CS) and repurchase intention (RI). The population of this study was customers who have experienced using digital technologies in family-style restaurants. The sampling technique used was purposive sampling with 200 respondents using a quantitative research technique. The data analysis method uses a structural equation model with the help of SPSS software. The results of the study show that digital technology adoption has a significant effect on customer satisfaction and repurchase intention. The results also show customer satisfaction mediates the relationship between digital technology adoption and repurchase intention. Hence, this study focuses on relationships between digital technology adoption, satisfaction, and repurchase intention from the perspective of family-style restaurant customers during the post-COVID-19 pandemic. It offers significant knowledge and understanding and may assist Malaysia's local and private authorities and food operators with the impact of digital technology experience among family-style restaurant customers.