The food and beverage (F&B) industry is experiencing a radical transformation driven by technological advancements. From artificial intelligence (AI) to online food delivery and the pervasive influence of social media, the way restaurants operate and interact with customers has changed dramatically. These digital innovations have not only reshaped marketing strategies but also impacted service quality, a key determinant of customer satisfaction and business success.

The Covid-19 pandemic accelerated the adoption of digital platforms in the F&B sector. With social distancing measures and lockdowns in place, restaurants had to quickly pivot towards online engagement, contactless services and tech-driven solutions. In Malaysia, revenue losses of up to 90% during the movement control orders highlighted the urgency for digital transformation. Platforms such as Grab and FoodPanda became lifelines for restaurants while AI-powered automation helped businesses streamline operations and enhance customer experiences.

This shift to digital solutions presents both opportunities and challenges. While technology enhances efficiency and expands customer reach, it also raises concerns about service consistency, food quality during delivery and the loss of human touch in hospitality services. How do these elements affect service quality? Our study explores the intricate relationship between technological integration and customer satisfaction in the Klang Valley’s F&B industry.

Social media has become a powerful marketing tool for restaurants. Platforms like Instagram, Facebook and TikTok not only help businesses showcase their offerings but also engage directly with customers. User-generated content, online reviews and influencer collaborations significantly impact brand perception. Studies have shown that customers trust peer recommendations more than traditional advertising, making social media a crucial factor in shaping service expectations.

However, the rapid spread of information on these platforms is a double-edged sword. While positive reviews can boost a restaurant’s reputation, negative feedback can spread just as quickly, impacting business credibility. Our research examines how social media influences service quality by shaping customer perceptions and expectations in the digital age.

AI-driven innovations are redefining customer service in the F&B industry. Chatbots and virtual assistants handle reservations and enquiries while smart kitchen technologies optimise food preparation processes. AI-powered analytics provide valuable insights into customer preferences, allowing restaurants to personalise offerings and improve service delivery.

Yet, despite its advantages, AI lacks the emotional intelligence of human service staff. Hospitality is built on personal interactions and a fully automated experience may not resonate with all customers. Our study investigates whether AI enhances or detracts from service quality and how businesses can strike the right balance between automation and human engagement.

The demand for online food delivery (OFD) services has surged, offering consumers the convenience of enjoying restaurant-quality meals at home. However, maintaining service quality in a delivery setting presents challenges. Factors such as delivery speed, packaging and food presentation significantly impact customer satisfaction.

Customers expect the same quality and experience from a delivered meal as they would in a dine-in setting. Any lapse in service — such as delayed delivery, incorrect orders or compromised food quality — can affect a restaurant’s reputation. Our research evaluates the impact of OFD services on service quality, exploring how businesses can maintain excellence despite logistical hurdles.

To gain deeper insights, our study surveyed 385 individuals in the Klang Valley, analysing their experiences and expectations regarding social media influence, AI integration and online food delivery. Key findings suggest that:

Social media plays a crucial role in setting service expectations, with visually appealing content and online reviews influencing customer choices.

AI-driven services improve efficiency but must be complemented by human interaction to enhance overall customer experience.

Online food delivery services need to address concerns related to food presentation, delivery timing and accuracy to sustain service quality.

Technology is an enabler, not a replacement, for high-quality service in the F&B industry. Restaurants that successfully integrate digital tools while preserving the essence of hospitality will thrive in this evolving landscape. The key lies in blending innovation with personalised service — leveraging AI for efficiency, using social media for engagement and ensuring that online food delivery maintains the same standards as dine-in experiences.

As the F&B industry continues to evolve, businesses must remain agile, embracing digital transformation while staying true to the core principles of great hospitality. By understanding the interplay between technology and service quality, restaurants can adapt to the future without losing the human touch that defines exceptional dining experiences.