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
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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'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.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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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
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EID of the result in the Scopus database
2-s2.0-85184433327