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A Measurement Exploring the Relationship Between Customer Engagement and Digital Transformation in Restaurants

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F23%3A63571759" target="_blank" >RIV/70883521:28120/23:63571759 - isvavai.cz</a>

  • Result on the web

    <a href="https://gbata.org/wp-content/uploads/2024/01/JGBAT_Vol19-2.pdf" target="_blank" >https://gbata.org/wp-content/uploads/2024/01/JGBAT_Vol19-2.pdf</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    A Measurement Exploring the Relationship Between Customer Engagement and Digital Transformation in Restaurants

  • Original language description

    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 wasused 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 emarketing&apos;s sales impact. Findings promote tech adoption, enhancing operations and customer experience. Research avenues involve exploring transformation&apos;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.

  • Czech name

  • Czech description

Classification

  • Type

    J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Others

  • Publication year

    2023

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Journal of Global Business and Technology

  • ISSN

    1553-5495

  • e-ISSN

    2616-2733

  • Volume of the periodical

    19

  • Issue of the periodical within the volume

    2

  • Country of publishing house

    US - UNITED STATES

  • Number of pages

    19

  • Pages from-to

    116-134

  • UT code for WoS article

  • EID of the result in the Scopus database

    2-s2.0-85184433327