The influence of m-marketing tools on consumer buying process: evidence from the dining sector

Abstract

PurposeThis paper explores the potential impact of mobile marketing tools on consumer buying behaviour within the context of dining. The aim is to examine the influence of mobile marketing tools through their different functions on the stages of the consumer buying process. The study addresses a lack of relevant research with evidence from both customer and supplier perspectives.Design/methodology/approachThe mobile tools that are found useful for dining were considered in this study. Qualitative interviews with marketers and consumer opinion leaders were conducted, given the limited extant research.FindingsThe results reveal that mobile marketing tools influence consumers' decision-making differently and their effect varies according to the customer type. Additionally, it shows that loyalty has a direct influence on mobile marketing effectiveness, as the decision-making process of loyal customers is more affected by mobile marketing tools than the non-loyal customers.Research limitations/implicationsThe limitations are mainly based on the qualitative nature of this study and are relevant to the research context. Further research could examine these findings in different service and geographical contexts.Practical implicationsMarketing activity through the smartphone should focus on loyal customers and opinion leaders with the use of appropriate mobile tools.Originality/valueThe study provides empirical evidence on the variable influence of mobile marketing tools on consumer decision-making and develops a conceptual framework. It is also found that loyalty is an important factor that positively affects smartphone tools adoption.