A measurement exploring the relationship between customer engagement and digital transformation in restaurants

Abstract

This research aims to explore and analyze how adopting digital transformation initiatives and leveraging e-marketing techniques can influence various aspects of restaurant operations to improved sales outcomes. This research aims to develop models that explore the connections between based on the principles of the Technology Acceptance Model (TAM) and Customer Relationship Management (CRM). Data was collected through a cross-sectional customer survey, and structural equation modeling was used to analyze the relationships between the variables. The results of hypothesis testing indicate that factors like usefulness and ease of use indirectly influence sales efficiency, which may entail enhancing the overall user experience and increasing the practicality of digital tools. Furthermore, digital transformation and digital marketing directly contribute to sales efficiency, highlighting the importance of developing a robust digital marketing strategy and fostering customer interaction through online channels. These findings highlight the significance of relationship digital transformation and e-marketing's sales impact. Findings promote tech adoption, enhancing operations and customer experience. Research avenues involve exploring transformation's roles, security, and sustainability, cross-industry analysis, long-term effects assessment, and cultural impact on e-marketing. The research results provide valuable insights by demonstrating that the direct contributions of digital transformation and digital marketing to sales efficiency emphasize the significance of crafting strong digital marketing strategies and nurturing customer engagement through online channels. This original contribution highlights the pivotal role of these factors in optimizing restaurant sales effectiveness within the context of digital transformation and e-marketing.