Assessing the customer perception of quick response (QR) code application and their purchase intention in Penang's casual dining restaurants, Malaysia
List of Authors
  • Akmal Fikri Mazhar , Samsul Bahri Usman

Keyword
  • QR Code, Customer Perception, Casual Dining Restaurant

Abstract
  • In the era of globalization, some individuals no longer need the physical presence of a human to place an order due to extensive technological advancements that have triggered the use of contactless systems such as QR codes. QR codes represent modern technology that is easy to use by simply scanning the QR code at the guest table providing an easier way to access the restaurant menu. Hence, this study aims to assess the customer’s perception of the usefulness of QR code usage at casual dining restaurants and how the ease of use of QR code applications at casual dining restaurants affects their purchase intention. These factors play a crucial role in any technology-driven initiative's long-term adoption and success. Online questionnaires collected data from 299 valid respondents who have experience scanning QR code at particular casual dining restaurants. The findings indicate that the use of QR codes may have significantly influenced customers' purchase decisions, especially among the younger generation. One key reason cited is the ease of reviewing the menu through the QR code system. Therefore, it is recommended that the food service industry must be more accepting of this technology to gain significant advantages from its implementation. Overall, the study clarifies the potential positive aspects of using QR code ordering systems in restaurants and how they might meet the interests and demands of various client segments. Contactless technologies like QR codes are probably going to play a big part in the foodservice sector's continued evolution in terms of improving customer experiences and optimizing business processes.

Reference
  • 1. Adam, M., A. & Hussain, N. (2017). Impact of celebrity endorsement on consumer buying behavior. British Journal of Marketing Studies. Vol 5. 10. 2. Agrawal, S. (2021). Integrating Digital Wallets: Advancements in Contactless Payment Technologies. International Journal of Intelligent Automation and Computing, Vol. 4, No. 8. 3. Ali, I., Ercan, S., David, C. & Rich, H. (2022) COVID or VOID: A systematic literature review of technology adoption and acceptance in hospitality and tourism since the breakout of COVID-19. Tourism and Hospitality Research, pages 146735842211336 4. Alkhayyat, A., Kumar, R., Singh, S., Singh, R., Kumar, Y. & Sharma, U. (2024). An Online QR Code Scanner for Real-Time User Feedback and Ratings Collection with Local Web Server. Conference: 2024 11th International Conference on Computing for Sustainable Global Development (INDIACom), pp. 733-736 5. Beuckels, E., Hudders, L., (2016). An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context. J. Retailing Consume. Serv. 33, 135–142. 6. Bujang, M. A., Omar, E. D., & Baharum, N. A. (2018). A Review on Sample Size Determination for Cronbach’s Alpha Test: A Simple Guide for Researchers. Malaysian Journal of Medical Sciences, 25(6), 85–99. 7. Elliott, R. (2021). Likert Scale Examples and Definition. GeoPoll. https://www.geopoll.com/blog/likert-scale-examples- definition/ 8. Emek, M. (n.d.). Usage of QR Code in the Tourism Industry. https://core.ac.uk/download/pdf/47253926.pdf 9. Esmaeilpour, M., & Mohseni, Z. (2019). Effect of customer experiences on consumer purchase intention. Romanian Economic Journal, (73). 10. Fern Yeo, S., Ling Tan, C., Boon Lim, K., & Hwi Khoo, Y. (2020). Product Packaging:Impact on Customers’ Purchase Intention. International Journal of Business and Society, 21(2), 857–864. https://doi.org/10.33736/ijbs.3298.2020 11. Hafiz, M., Iskandar, M., Diyana, N., & Hashim, N. (2019). ITHJ International Tourism and Hospitality Journal A Review on Full-Service Restaurants in Malaysia. In International Tourism and Hospitality Journal (ITHJ). 12. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review,31(1), 2–24. 13. Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. 14. Hossain, M. S., Zhou, X. & Rahman, M. F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management Volume 10: 1–11 15. Intal, G. L., Payas, J. D., Fernandez, L. M., & Domingo, B. M. (2020). Restaurant Information System (RIS) with QR Code to Improve Service Operations of Casual Fine Dining Restaurant. 2020 IEEE 7th International Conference on Industrial Engineering and Applications (ICIEA). 16. Jönköping, C. (2018). Consumer’s Perception and Purchase Intentions A Qualitative Study on Second-Hand Clothing Stores. http://hj.diva-portal.org/smash/get/diva2:1212005/FULLTEXT01.pdf 17. Kjeldsen, K., Nodeland, M., Fagerstrøm, A., & Pawar, S. (2023). The relative impact of QR codes on omnichannel customer experience and purchase intention. Procedia Computer Science, 219, 1049–1056. 18. Knowles, J., Ettenson, R., Lynch, P. & Dollens, J. (2020). Growth opportunities for brands during the COVID-19 crisis. MIT Sloan Management Review Cambridge, Vol. 61, Iss. 4, 19. Ko, R. (2023). How Can QR Codes Enhance the Retail Customer Experience? https://blog.beaconstac.com/2021/04/qr- codes-retail- customer-experience/ 20. Koay, K. K. & Kersoon, A. (2024). Understanding consumers' intentions to use QR code menus in the post-COVID-19 pandemic. British Food Journal. 126 (5). 21. Kuyucu, M. (2020). The advantages and disadvantages of qr code as a marketing tool. Academic studies in social, human and administrative sciences-2019/2 22. Masato, E., & Sopiah. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 188–189. 23. Masih, E. A. (2022). Feasibility of using QR code for registration & evaluation of training and its ability to increase response rate – The learners’ perception. Nurse Education Today, 111, 105305. 24. Mason, M.C., Oduro, S., Umar, R.M. and Zamparo, G. (2023), "Effect of consumption values on consumer behavior: a Meta-analysis, Marketing Intelligence & Planning, Vol. 41 No. 7, pp. 923-944. 25. Mishra, A. (2023). Understanding consumer behaviour in the digital age: A study of online shopping habits. Shodha Prabha (UGC CARE Journal) 48. 84-93. 26. Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50–79. 27. Musumali, B. (2019). An analysis why customers are so important and how marketers go about in understanding their decisions. Business and Marketing Research Journal (BMRJ) Pages 230-246-I, Vol-23, Issue-23, 2019 28. Nguyen, T.N., Lobo, A., Greenland, S., (2016). Pro-environmental purchase behaviour: the role of consumers' biospheric values. J. Retailing Consum. Serv. 33, 98–108. 29. Nassè, T. B. (2021). The concept of consumer behavior: definitions in a contemporary marketing perspective. International Journal of Management & Entrepreneurship Research, 3(8), 303–307. 30. Nassè, T. B. (2021). How and why extrinsic religiosity fashions Muslim consumer behavior in a multi-faith geography. American Journal of Marketing Research, 7(1), 1-9. 31. Nodeland, M. & Kjeldsen, K. (2018). Adoption and Impact of QR-codes in an Omnichannel Customer Experience; The Perspective of Consumer Electronics. Master of Information Systems Spring 2022 https://kristiania.brage.unit.no/kristiania-xmlui/bitstream/handle/11250/3109891/Adoption%20and%20Impact%20of%20QR-codes%20in%20an%20Omnichannel%20%20Customer%20Experience.pdf?sequence=1 32. Noonamsom, N. (2019). Consumer behavior & marketing strategy consumer behavior & marketing strategy. 33. Okazaki, S., Navarro, A., Mukherji, P., & Plangger, K. (2019). The curious versus the overwhelmed: Factors influencing QR codes scan intention. Journal of Business Research, 99(C), 498–506. 34. Patnaik, R., & Mohanty, A. (2019). Am I Clear: Communicate for Group Effectiveness. The Readers Paradise. 35. Pavlović-Höck, N. (2022). Herd behaviour along the consumer buying decision process- experimental study in the mobile communications industry. Digital Business, Volume 2, Issue 1, March 2022, 100018. 36. Pena-García. N., Gil-Saura, I., Rodríguez-Orejuela, A., Siqueira-Junior, J.R., (2020). Dataset purchase intention and purchase behavior online: A cross-cultural approach Mendeley Data, V1. 37. Petrova, K., R., Medlin, B. & Vannoy, S. (2016). QR Codes Advantages and Dangers. In Proceedings of the 13th International Joint Conference on e- Business and Telecommunications (ICETE 2016) - Volume 2: ICE-B, pages 112-115. 38. Potra, S., Pugna, A., Negrea, R., & Izvercian, M. (2018). Customer Perspective of Value for Innovative Products and Services. Procedia - Social and Behavioral Sciences, 238, 207–213. 39. Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development—Volume 2 Issue 5 40. Quain, S. (2019). Why Is Quality Important for a Business? Chron.com. https://smallbusiness.chron.com/quality-important-business- 57470.html 41. Raimondo, M. A., E., Miceli, G. N. & Bagozzi, R. P (2022). Consumers' identity signaling towards social groups: The effects of dissociative desire on brand prominence preferences. Psychol Mark. 2022;39:1964–1978. 42. Rane,N. L., Achari, A. & Choudhar, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, Volume:05/Issue:05. 43. Roy, P. (2022). Theory and Models of Consumer Buying Behaviour: A Descriptive Study. SSRN Electronic Journal, 11(8). 44. Sen, S., Rocco, R.A., Ranganathan, S. & Brooks Jr., J.R. (2019). Revisiting quick response code technology: corporate perspectives, Int. J. Mobile Communications, 17(1):1 45. Shah, Z. & Rai, S. (2022). A Research Paper on the Effects of Customer Feedback on Business. International Journal of Advanced Research in Science, Communication and Technology (IJARSCT), Volume 2, Issue 1 46. Shannon, C. (2018). Effective Management Communication Strategies. https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=7058&context=dissertations 47. Siew, W. (2019). Restaurant ordering system. 48. Singha, S. C., & Verma, M. K. (2019). Integration of AIDC Technology in Mobile via QR Code for Enhancing the Library Services: A Case Study of Don Bosco College Central Library, Arunachal Pradesh. Indian Journal of Information Sources and Services, 9(2), 44–48. 49. Song, H., Ruan, W. J., Jeon, Y. J. J (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management Volume 95, May 2021, 102943. 50. Sundstrom, M., Hjelm-Lidholm, S., Radon, A., 2019. Clicking the boredom away–Exploring impulse fashion buying behavior online. J. Retailing Consum. Serv. 47, 150–156. 51. Suomala J. (2020). The Consumer Contextual Decision-Making Model. Front Psychol. 2020 Sep 29;11:570430 52. Taber, K. (2018,). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. https://www.researchgate.net/publication/317777374_The_Use_of_Cronbach 53. Thu Hang Nguyen, T. K. T. N. (2021). The intention to use QR code payment in an emerging market – the role of “Attitude” as mediator. Psychology and Education Journal, 58(1), 3440–3454. 54. Trivedi, R., Teichert, T. and Hardeck, D. (2020). Effectiveness of pull-based print advertising with QR codes: Role of consumer involvement and advertisement appeal. European Journal of Marketing, Vol. 54 No. 1, pp. 145-167 55. Wei, C.-L., Ho, C.-T., (2019). Exploring signaling roles of service providers’ reputation and competence in influencing perceptions of service quality and outsourcing intentions. J. Organ. End User Comput. 31 (1), 86–109. 56. World Bank Group. (2021). The Use of Quick-Response Codes in Payments https://fastpayments.worldbank.org/sites/default/files/202110/QR_Codes_in_Payments_Final.pdf 57. Yılmaz, E. (2021). QR codes and e-wallet applications in digital era. How do they influence the digital marketing strategies?. Digital Transformation: A Human-Centric Approach,Efe Akademi Publishing (pp.91-108) 58. Zahid, H. & Hafeez, A. (2022). The effect of brand image on consumer taste preference. Journal for Business Education and Management. 2. 41-63 59. Zambri, S., Aishah, S., Aziz, M., Daud, A., Noordin, N., & Hasssan, S. (2021). Enhancing Mobile Shopping Experience Using QR Code: An Exploratory Study. ASEAN Entrepreneurship Journal |, 7(1), 34–40.