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  DOI Prefix   10.20431


 

International Journal of Managerial Studies and Research
Volume 3, Issue 5, 2015, Page No: 106-114

Customer Acceptance and Use of Smart Phone Apps (SPA) as a Marketing Mix Tool for the Restaurants: A Proposed Framework

Kandappan Balasubramanian1, Dr. Adalarasu Balraj2

1.PhD Research Scholar, Karpagam University Coimbatore, India
2.Dean and Professor, RVS Faculty of Management, Coimbatore, India


Citation : Kandappan Balasubramanian, Dr. Adalarasu Balraj, Customer Acceptance and Use of Smart Phone Apps (SPA) as a Marketing Mix Tool for the Restaurants: A Proposed Framework International Journal of Managerial Studies and Research 2015 , 3(5) : 106-114

Abstract

The Hospitality business has been utilized the inventive innovation to maintain its administration quality for quite a long time. The persistent development in portable innovation has made an open door for the inn business to utilize Smart Phone Applications (SPA) as a promoting blend apparatus. World class inns, for example, Intercontinental, Hilton and Marriott have begun utilizing SPA as showcasing blend universally. The opportunities made accessible by SPA, the potential for advertising blend apparatuses through the utilization of SPA has not been completely abused in the restaurant business. This is because of an absence of involvement in smart phone applications promoting among restaurateurs. The eatery business is as relentless and unbelievably. At the point when the commercial center movements, successful restaurateurs can turn rapidly and put their business in the right position to succeed. Presently it has been perceived that innovation as one of vital assets for supporting intensity among restaurateurs. Regardless of developing consideration of utilization of SPA among the Malaysian client, advertising exploration stays understudied in the field of eatery showcasing. This study examine that there is solid relationship between the advanced cell applications (SPA) based eatery promoting and client acknowledgement to choose an eatery. This is amazing considering that writing promoter's eatery promoting data as key segments of client acknowledgement towards the utilization of SPA as advertising blend apparatuses for the restaurants. Subsequently, this paper adds to a theoretical structure which concentrates on restaurant advertising blend data on product, price, place and promotion as precursors of client acknowledgement of advanced smart phone applications and offers exploration suggestions. It is discussed about that the advanced smart phone applications based restaurant promoting blend data assumes a part in improving the restaurant business among the contenders.


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