Developing a Model to Enhance Customer Loyalty in the Restaurant Business through Digital Transformation, Focusing on Risk and Image

Sarinya La-ong-in Thayarnsin

doi:10.57260/csdj.2025.278778

Authors

Sarinya La-ong-in Thayarnsin School of Tourism and Services, University of the Thai Chamber of Commerce, Thailand

DOI:

https://doi.org/10.57260/csdj.2025.278778

Keywords:

Digital transformation, Customer loyalty, Restaurant industry, Perceived risk, Restaurant image

Abstract

engagement and operational practices. This study critically examines how digital innovations—such as online ordering systems, mobile applications, and automated services—affect customer loyalty, focusing on the mediating roles of perceived risks and restaurant image. Targeting Thai consumers in Bangkok, this study adopts a mixed-methods approach to gain both breadth and depth of understanding. A structured survey (405 valid responses) was analyzed using Structural Equation Modeling (SEM) to test hypothesized relationships. To complement the quantitative findings, 12 semi‐structured interviews with restaurant owners, managers, and digital experts provided contextual insights and practical perspectives, enhancing the study’s validity through methodological triangulation. Findings reveal that digital transformation enhances customer loyalty by strengthening the restaurant’s image and mitigating perceived risks. However, challenges such as technological failures, data security concerns, and diminished personal interaction continue to pose significant barriers. The study reveals that effective digital strategies enhance customer satisfaction, but managing technological risks is crucial for maintaining trust and loyalty in the digital dining environment.

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