Unlocking loyalty: How digital ease of use shapes memorable experiences and satisfaction for older adults in hospitality

Purpose This study explores how the ease of use of QR codes shapes memorable experiences, customer satisfaction, and loyalty among seniors in hospitality, using cognitive load theory (CLT). It examines how intuitive digital interfaces reduce cognitive effort, mitigate anger, and enhance emotional engagement, thereby fostering loyalty in an aging market. Design/methodology/approach A mixed-methods approach integrates semi-structured interviews and a quantitative survey to investigate seniors’ interactions with QR codes in hospitality settings. Qualitative data reveal emotional and experiential responses, while quantitative analysis tests relationships between ease of use, satisfaction, memorable experiences, anger, and loyalty, grounded in CLT. Findings The study found that ease of use of QR codes significantly reduces cognitive load and anger while strongly enhancing memorable experiences among older adults in hospitality settings. Memorable experiences and reduced anger both positively contribute to higher customer satisfaction (with anger acting as a negative mediator and memorable experiences as a positive one), and customer satisfaction in turn drives greater loyalty. Overall, intuitive QR code design emerged as a key factor for creating empowering, emotionally positive, and loyalty-building experiences for seniors. Practical implications Hospitality practitioners should implement senior-friendly QR codes (minimum 2–3 cm, high contrast = 4.5:1, colored frames; post-scan: large fonts = 16 pt, simple navigation) and always provide printed menus plus proactive, empathetic staff support. These Web Content Accessibility Guidelines-grounded, low-cost strategies address age-related barriers, reduce frustration, and enhance memorable experiences, satisfaction, and loyalty. Originality/value This study extends CLT by linking cognitive ease to emotional memory in seniors, enriching emotional mediation models in hospitality. It challenges assumptions of seniors’ technological disengagement, highlighting how intuitive digital tools enhance engagement. In practice, it offers strategies for senior-friendly digital interfaces and staff training to create inclusive experiences, enabling hospitality firms to leverage technology for a competitive advantage in an aging market.