The Role of AI-Powered E-Menus in Enhancing Customer Satisfaction and Promoting Restaurants in Jordan's Tourism Sector | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Ayman Mohammed Khalaf Al-Amro: Aqaba University of Technology, College of Arts and Sciences,Jordan

Abstract:

Jordanian restaurants are known for having dishes that appeal to both Jordanians and Arab and foreign tourists, which explains their popularity. As AI continues to drive technological integration across multiple sectors, AI-enabled electronic menus become a novel solution with a variety of lucrative properties such as visual appearance, uncomplicated operational steps, simplification of food-related information, and interactive possibilities with customers. Hospitality or restaurant industry needs to adapt quickly to the changing demand, as these interactive menus improve the customer experience over traditional paper menus, which results in better customer satisfaction, hence creating competitiveness in the industry. Nonetheless, this still brings Jordan's tourism restaurant sector low paper menus are inevitable. The research problem is that AI-supported electronic menus should be questioned, with attention to its opportunities as well as its effectiveness in improving customer satisfaction and promoting this vital sector. It seeks to study how these menus help improve the services provided by tourist restaurants by seeking the level of expectation of the target audience, which increased in order to increase customer satisfaction. Inductive, descriptive and analytical methods were used to reach this goal. Surveys and interviews were used to collect data targeting 35 restaurant managers and 395 customers. The study took place between January and August 2024. Results showed that both customers and managers were largely supportive of AI-enhanced electronic menus. Customers identified their contributions to improving interaction, speeding up service, and meeting expectations, while managers identified their role in cutting costs, raising service quality, and increasing competitiveness. Accordingly, the study recommends that AI-supported electronic menus should be widely adopted by decision-makers in Jordan's tourism and hospitality sector; as they play a critical role in improving customer experience and contribute to revitalizing the sector.

Page(s): 3563-3580

DOI: 10.57239/PJLSS-2025-23.1.00284

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

AIpowered emenus Customer satisfaction Restaurants Tourism sector Jordan

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