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- Lee, Tzong-Ru, et al.
(författare)
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Key factors affecting customers’ willingness to use mobile coupons in a restaurant setting
- 2014
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Ingår i: International Journal of Management and Enterprise Development. - : InderScience Publishers. - 1468-4330 .- 1741-8127. ; 13:3/4, s. 248-260
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Tidskriftsartikel (refereegranskat)abstract
- 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.
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| 2. |
- Lee, Tzong-Ru, et al.
(författare)
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Managing the customer waiting problem in fast food restaurants in Taiwan through reengineering of the app ordering process
- 2014
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Ingår i: Proceeding of the International Conference on Technology Innovation and Industrial Management. - Seoul, South Korea. ; , s. 40-48
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Konferensbidrag (refereegranskat)abstract
- Purpose: The aim of this research is to manage the customer-waiting problem in Taiwanese fast food restaurants through reengineering of the APP ordering process.Design/methodology/approach: This research uses a literature review to identify differentapproaches of reengineering and use them to improve the APP ordering process used in Taiwanese fast food restaurants.Findings: This research has identified six approaches of reengineering, which can be applied to improve the APP ordering process in fast food restaurants. The application of thereengineering approaches, in the APP ordering process in Taiwanese fast food restaurants, generated four suggestions of how to improve the original APP ordering process.Research limitations/implications: The subsequent research can apply other research methods to improve the reliability and validity.Practical implications: The application of reengineering approaches to improve the APP ordering process in fast food restaurants can be used in other country’s food industry and be adapted to other industries as well. The research could also provide a basis for companies that want to implement the APP ordering system.Originality/value: This research clarifies the customer-waiting problem in the APP ordering process in Taiwanese fast food restaurants and applies reengineering approaches to improve the original APP ordering process.
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