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Key factors affecting customers’ willingness to use mobile coupons in a restaurant setting
Högskolan i Jönköping.ORCID iD: 0000-0002-8305-4412
2014 (English)In: International Journal of Management and Enterprise Development, ISSN 1468-4330, E-ISSN 1741-8127, Vol. 13, no 3/4, p. 248-260Article in journal (Refereed) Published
Abstract [en]

For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.

Place, publisher, year, edition, pages
2014. Vol. 13, no 3/4, p. 248-260
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-31827DOI: 10.1504/IJMED.2014.069176OAI: oai:DiVA.org:hig-31827DiVA, id: diva2:1400691
Available from: 2020-02-28 Created: 2020-02-28 Last updated: 2020-03-18Bibliographically approved

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Citation style
  • apa
  • harvard-cite-them-right
  • ieee
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  • Other style
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Language
  • sv-SE
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  • en-US
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  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf