In the era of digital technology, when customer expectations are rapidly changing, restaurants may succeed by actively anticipating them by adopting new technologies. This study examines how proactive customer orientation (PCO) influences UTAUT3, ultimately affecting digital customer experience (DCE) in fast-food restaurants. Using the S-O-R model offers new insights into how customer-focused strategies drive technology adoption and digital experiences.
This quantitative study used an online questionnaire to collect data from fast-food restaurant customers in Greater Cairo, Egypt. The study collected 425 valid questionnaires and conducted descriptive statistics, reliability testing and structural equation modeling.
The study indicated that PCO has a favorable influence on UTAUT3. All structures of UTAUT3, except for hedonic motivations, had a favorable impact on the DCE. Thus, proactive tech adoption greatly enhances the DCE, highlighting the importance of customer-focused strategies in technology acceptance and digital interactions.
This study extends UTAUT3 by embedding PCO within the S-O-R framework, shedding light on how proactive customer strategies influence technology acceptance.
Restaurant managers should employ proactive technology adoption techniques to meet changing customer expectations, improve digital experiences and stay competitive. This is especially relevant in Egypt, where rapid digital transformation reshapes consumer services in emerging markets.
The S-O-R framework, integrating UTAUT3, investigates how a restaurant’s customer focus shapes internal perceptions of technology, ultimately influencing digital customer experiences.
