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Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia

Mobile marketing is becoming very popular in business for marketing purposes. This study highlights the user acceptability level and to determine the factors that influenced mobile marketing acceptability. A quantitative research method is used to quantify the customer responses on the acceptance le...

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Main Authors: Che Musa Che Omar, Mohd. Faiq Abdul Fattah
Format:
Language:English
Published: 2013
Subjects:
Mobile Marketing
Fast Food Restaurant
Quantitative Method
Branding Effect
Online Access:http://ir.unikl.edu.my/jspui/handle/123456789/5146
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spelling my.unikl.ir-51462013-12-05T04:03:13Z Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia Che Musa Che Omar Mohd. Faiq Abdul Fattah Mobile Marketing Fast Food Restaurant Quantitative Method Branding Effect Mobile marketing is becoming very popular in business for marketing purposes. This study highlights the user acceptability level and to determine the factors that influenced mobile marketing acceptability. A quantitative research method is used to quantify the customer responses on the acceptance levels on the fast food restaurant. A sample of 55 fast food restaurants in Bukit Bintang area of Kuala Lumpur, Malaysia were selected using cluster sampling method picked at random to include KFC, Mc Donald, Dunkin Donut. Pizza Hut, Marry Brown, Chicken Rice Shop, Nandos, and 1901 Hot Dog. The samples of 150 fast food restaurant customers were collected using a face to face questionnaires survey and telephone interview as well as observation on the behavior patterns. The results shows that the independent variables which were the influential factors such as perceive usefulness, perceive ease of use, perceive image, and branding effect have significant relationship with outcome variables. Overall, the respondent's acceptability on mobile marketing of fast food restaurant services was very high, reflects the importance of the mobile technology in expanding the business instead of relying on internet usage. Most restaurants studied are very excited to experiment and profit from mobile. 2013-12-05T04:03:13Z 2013-12-05T04:03:13Z 2013-12-05 http://ir.unikl.edu.my/jspui/handle/123456789/5146 en
institution Universiti Kuala Lumpur
building UniKL Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kuala Lumpur
content_source UniKL Institutional Repository
url_provider http://ir.unikl.edu.my/
language English
topic Mobile Marketing
Fast Food Restaurant
Quantitative Method
Branding Effect
spellingShingle Mobile Marketing
Fast Food Restaurant
Quantitative Method
Branding Effect
Che Musa Che Omar
Mohd. Faiq Abdul Fattah
Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
description Mobile marketing is becoming very popular in business for marketing purposes. This study highlights the user acceptability level and to determine the factors that influenced mobile marketing acceptability. A quantitative research method is used to quantify the customer responses on the acceptance levels on the fast food restaurant. A sample of 55 fast food restaurants in Bukit Bintang area of Kuala Lumpur, Malaysia were selected using cluster sampling method picked at random to include KFC, Mc Donald, Dunkin Donut. Pizza Hut, Marry Brown, Chicken Rice Shop, Nandos, and 1901 Hot Dog. The samples of 150 fast food restaurant customers were collected using a face to face questionnaires survey and telephone interview as well as observation on the behavior patterns. The results shows that the independent variables which were the influential factors such as perceive usefulness, perceive ease of use, perceive image, and branding effect have significant relationship with outcome variables. Overall, the respondent's acceptability on mobile marketing of fast food restaurant services was very high, reflects the importance of the mobile technology in expanding the business instead of relying on internet usage. Most restaurants studied are very excited to experiment and profit from mobile.
format
author Che Musa Che Omar
Mohd. Faiq Abdul Fattah
author_facet Che Musa Che Omar
Mohd. Faiq Abdul Fattah
author_sort Che Musa Che Omar
title Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
title_short Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
title_full Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
title_fullStr Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
title_full_unstemmed Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
title_sort mobile marketing acceptability on fast food restaurants in kuala lumpur , malaysia
publishDate 2013
url http://ir.unikl.edu.my/jspui/handle/123456789/5146
_version_ 1644484688904978432
score 13.222552

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