WOMEN’S PREFERENCES TO DIGITALIZATION OF RESTAURANTS’ SERVICES: A FOCAL POINT OF EDUCATIONAL AND FUNCTIONAL BENEFITS OF ELECTRONIC WINE LIST

Abstract:The aim of this paper is to examine and analyze the perceptions and reactions
of women regarding digital services and electronic wine lists in restaurants while
making wine ordering decisions. Women make up a significant proportion of population,
and that is why is important to comprehend their reactions and impressions of
digital services and electronic wine lists in restaurants. The research was conducted
with a specially designed questionnaire, involved the participation of 182 women from
Croatia and Serbia who used digital services and electronic wine lists in restaurants.
Collected answers were processed and analyzed using the Statistical Software for Social
Sciences (SPSS) version 21.0. and applying Kolmogorov-Smirnov test, Levene’s
test and Kruskal-Wallis H-test. Research results indicated differences among various
demographic groups of women in terms of their perceptions of the educational and
functional benefits of using electronic wine list in restaurants. Results showed that
younger women, those who frequently visit restaurants and those with less knowledge
of wine perceived greater benefits of using electronic wine list in restaurants. This paper
enriches the relatively sparse literature on women’s preferences to digital services
and wine purchasing behavior, providing valuable insights for restaurant managers
and decision-makers regarding women’s preferences for electronic wine lists.

 

Keywords: Electronic wine list, Restaurants, Women’s preferences, Digital services,
Organizational behavior