Electronic-Tablet-Based Menu in a Full Service Restaurant and Customer Satisfaction -- A Structural Equation Model
Liwei Hsu, Pinying Wu

Hospitality industry has been experiencing the innovation of technology to uphold its service quality for decades. Studies have suggested that the technology adoption would lead to beneficial consequences on operation performance. The current study was conducted to explore the effect of exploiting electronic-tablet-based menu on customer satisfaction in terms of information provided and waiting stuff. Quantitative data were collected from a full-service restaurant in New Zealand which adopted iPad as the menu display device. Two hundred and nineteen customers (N=219) were invited to make responses to the questionnaire. Analysis was undertaken with statistical software packs of SPSS 18 and Amos 20. The results of analyses confirmed the Structural Equation Model (SEM) proposed by the present study was good for describing the causal relationships among variables because it surpassed thresholds of model fit index. Furthermore, it was indicated that the information on the menu and the innovative technology in restaurant have positive impact on customer satisfaction. Nevertheless, service from waiting staff did not have significant impact to customer satisfaction.

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