THE OPPORTUNITIES FOR CREATING CUSTOMER VALUE IN THE CONTEXT OF RESTAURANTS' DIGITAL TRANSFORMATION

Abstract

Businesses across the world have a digital transformation on their agenda. The growth of digital transformation over the past few decades has been increased by several benefits, including improving the customer experience when using different digital services and the development of cutting-edge revenue streams. Digital transformation has fundamentally altered how restaurants create customer value in their products and services. Therefore, this study aims to determine how restaurants take advantage of technological opportunities presented by digital transformation to add value for their customers. The findings of this study show that the technologies brought about by digital transformation can provide a variety of customer value (e.g., functional, hedonic, digital payment, and service quality). This finding suggests to restaurants that there are significant differences in services due to digital transformation. These differences are brought about by the technology supporting digital transformation, which opens new possibilities for enhancing and generating new customer value.