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

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.