Abstract:
Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur over sample of 384 respondents. Triangulation methodology of qualitative and quantitative methods such as survey questionnaire, field observation, telephone and face to face interview used. The finding shows, favorable attitude towards mobile marketing in the population. The factors influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing actual use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools have significance relationship with attitude, inducing actual use of mobile marketing of fast food restaurant and effective to achieve marketing goal such as increase sales and market growth.
