The THE UTILIZATION OF DIGITAL TECHNOLOGY AND ITS IMPACT ON THE OPERATIONAL EFFICIENCY OF RESTAURANT ENTREPRENEURS IN NARATHIWAT PROVINCE
Keywords:
Digital Technology, Operational Efficiency, Restaurant EntrepreneursAbstract
This research article aims to: 1) investigate the use of digital technology in the operational processes of restaurant entrepreneurs in Narathiwat Province, 2) analyze the impact of digital technology on operational efficiency in terms of service speed, cost reduction, and service quality, and 3) evaluate the relationship between the level of technology adoption and operational efficiency. The study employed a quantitative research methodology, collecting data from 370 restaurant entrepreneurs selected through stratified sampling. Data were analyzed using descriptive statistics and multiple regression analysis.
The findings revealed that the majority of entrepreneurs utilized POS systems (92%) and online ordering systems (68%), which increased service speed by an average of 25% and reduced order errors by up to 90%. Additionally, inventory management systems reduced costs by an average of 15% per month. Multiple regression analysis indicated a statistically significant positive relationship between the level of technology adoption and operational efficiency (R² = 0.72). This research demonstrates that digital technology plays a crucial role in enhancing operational efficiency and the competitive capacity of restaurant businesses.
The knowledge gained from this research highlights that the adoption of digital technology in restaurant businesses can improve operational efficiency, reduce costs, and strengthen competitive capabilities. Restaurant entrepreneurs should prioritize investment in technology and develop personnel skills to maximize the effective use of technology.
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