Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/5146
Title: Mobile Marketing Acceptability on Fast Food Restaurants in Kuala Lumpur , Malaysia
Authors: Che Musa Che Omar
Mohd. Faiq Abdul Fattah
Keywords: Mobile Marketing
Fast Food Restaurant
Quantitative Method
Branding Effect
Issue Date: 5-Dec-2013
Abstract: 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.
URI: http://ir.unikl.edu.my/jspui/handle/123456789/5146
Appears in Collections:Conference Paper



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.