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Keywords: UTAUT3
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Journal Articles
The impact of proactive tech adoption on digital customer experience in restaurants
Available to Purchase
Journal of Hospitality and Tourism Horizons (2025) 1 (3): 170–190.
Published: 06 August 2025
... (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. Design/methodology/approach This quantitative study used...
