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.