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Enhancing Digital Presence for Maximizing Customer Value in Fast-Food Restaurants

Author

Listed:
  • Fathi Mohamed Daradkeh

    (Social Studies Department, College of Arts, King Faisal University, Hofuf 31982, Al Ahsa, Saudi Arabia)

  • Thowayeb H. Hassan

    (Social Studies Department, College of Arts, King Faisal University, Hofuf 31982, Al Ahsa, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Tatiana Palei

    (General Management Department, Institute of Management, Economics and Finance, Kazan Federal University, 420008 Kazan, Russia)

  • Mohamed Y. Helal

    (General Management Department, Institute of Management, Economics and Finance, Kazan Federal University, 420008 Kazan, Russia
    Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Sanaa Mabrouk

    (Social Studies Department, College of Arts, King Faisal University, Hofuf 31982, Al Ahsa, Saudi Arabia)

  • Mahmoud I. Saleh

    (Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
    Graduate School of Management, Saint Petersburg State University, 199004 Saint Petersburg, Russia)

  • Amany E. Salem

    (Social Studies Department, College of Arts, King Faisal University, Hofuf 31982, Al Ahsa, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Nabila N. Elshawarbi

    (Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

Abstract

Digital transformation has altered the way customers interact with restaurants. As a result, digital transformation has had an enormous impact, changing restaurant customer value. Therefore, this research aims to develop a dynamic and sustainable method for creating customer value in digital transformation. This study suggested digital dynamic capabilities and digital customer orientation as a process model (i.e., sensing, seizing, transforming, and refining) to develop digital transformation and create a dynamic customer value. We chose fast-food restaurants in Egypt to examine the proposed model using a qualitative approach of semi-structured interviews with fast-food managers and hospitality experts. The findings indicated that fast-food restaurants’ different digital transformation capabilities and tools (e.g., value innovation, SWOT analysis, artificial intelligence, new technology selection criteria, digital maturity, building several digital platforms, and gathering and analyzing customers’ online reviews) help them create customer value. However, interviewees highlighted how well-suited the suggested digital dynamic capabilities are to serve as drivers of digital transformation in fast-food restaurants and create a dynamic customer value. This research expands the dynamic capabilities theory by adding digital customer orientation (i.e., proactive and reactive to customer feedback) to develop digital transformation and create customer value in fast-food restaurants. This research provides fast-food restaurant managers with an in-depth explanation of how to implement the digital dynamic capabilities model for executing digital transformation and developing a new dynamic customer value.

Suggested Citation

  • Fathi Mohamed Daradkeh & Thowayeb H. Hassan & Tatiana Palei & Mohamed Y. Helal & Sanaa Mabrouk & Mahmoud I. Saleh & Amany E. Salem & Nabila N. Elshawarbi, 2023. "Enhancing Digital Presence for Maximizing Customer Value in Fast-Food Restaurants," Sustainability, MDPI, vol. 15(7), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:5690-:d:1106206
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    References listed on IDEAS

    as
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    Cited by:

    1. Mohamed A. Alshreef & Thowayeb H. Hassan & Mohamed Y. Helal & Mahmoud I. Saleh & Palei Tatiana & Wael M. Alrefae & Nabila N. Elshawarbi & Hassan N. Al-Saify & Amany E. Salem & Mohamed A. S. Elsayed, 2023. "Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise," Sustainability, MDPI, vol. 15(9), pages 1-18, April.
    2. Svetozar D. Jankovic & Dejan M. Curovic, 2023. "Strategic Integration of Artificial Intelligence for Sustainable Businesses: Implications for Data Management and Human User Engagement in the Digital Era," Sustainability, MDPI, vol. 15(21), pages 1-19, October.
    3. Kwabena Abrokwah-Larbi, 2024. "The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-20, December.
    4. Huayan Shen & Zhiyong Ou & Kexin Bi & Yu Gao, 2023. "Impact of Customer Predictive Ability on Sustainable Innovation in Customized Enterprises," Sustainability, MDPI, vol. 15(13), pages 1-18, July.
    5. Ashraf H. Salah & Amro Alzghoul, 2024. "Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 18-25, May.

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