This study examines the factors influencing customer tipping behavior in limited-service restaurants that utilize QR code-based ordering and payment systems, with a focus on gender disparities.
A total of 325 survey responses from American consumers regarding their experiences using QR codes in limited-service restaurants were analyzed using partial least squares structural equation modeling (PLS-SEM; version 4.0).
The findings indicate that the quality of app design and perceived time savings enhance consumers’ intention to utilize QR codes. In contrast, app functionality and the diversity of food services do not significantly affect adoption. Additionally, the intention to use QR codes negatively impacts the likelihood of tipping, and gender factors do not mediate the relationship between tipping behavior and QR code usage.
The study sample is limited to American consumers, which restricts its relevance in other cultural contexts. To enhance user experience and reduce negative tipping outcomes, the findings emphasize the need for user-friendly QR code interfaces, with a focus on visual design, readability and menu relevance.
This study investigates the overlooked relationship between tipping behavior and QR code design features. It also examines gender differences that are often ignored in hospitality research. The findings provide insights into developing QR code strategies in limited-service restaurants aimed at enhancing customer engagement and operational efficiency.
