Seeing is believing? Data mining to create a choice-based conjoint approach for restaurant mobile marketing

Liu, Sijun; Wei, Chunhao; Kalgotra, Pankush; Çobanoğlu, Cihan

doi:10.1016/j.ijhm.2022.103248

Cited by 5 publications

(4 citation statements)

References 60 publications

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“…, 2021) and will improve customer loyalty. On the other hand, the featured interface was also crucial for creating customer loyalty (Liu et al. , 2022).…”

Section: Resultsmentioning

confidence: 99%

“…, 2019). Regarding the linkage between credit rating and sales enhancement concerns, previous scholars such as Liu et al. (2022) and Wang et al.…”

Section: Resultsmentioning

confidence: 99%

“…Nowadays, smartphones have evolved into the most prevalent method to grab information, advertise and optimize customer service (Liu et al. , 2022a, b).…”

Section: Introductionmentioning

confidence: 99%

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Importance–performance and potential gain of food delivery apps: in view of the restaurant partner perspective

Wahyudin,

Chen,

Yuliando

et al. 2023

BFJ

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PurposeThe food industry is continuously developing its online services called food delivery applications (FDAs). This study aims to evaluate FDA's importance–performance and identify strategies to maximize its potential gains from a business partner's perspective.Design/methodology/approachData are collected from 208 FDA partners in Indonesia. Importance–performance analysis (IPA) is applied to evaluate the FDA feature and extended the theory of potential gain in customer value (PGCV) to achieve potential gains from FDA business partners.FindingsThis study provides a clear and measurable direction for future research to develop FDA performance. Owning customer data, revenue sharing and competitive advantage are the most potential gains from joining the FDA from the business partner perspective.Research limitations/implicationsThe respondents are restaurants from the micro, small, and medium enterprises levels. Further research should involve middle to upper level restaurants to discover all business partners' perceptions. This will be very helpful for FDA providers interested in improving the best performance for all their partners.Practical implicationsFDA providers must focus on improving and maintaining the features of owning customer data, revenue sharing, competitive advantage, stable terms and conditions, customer interface, building customer loyalty, online presence, user credit rating, promotion and offers, delivery service and sales enhancement to increase consumer satisfaction and meet the expectations desired by business partners.Originality/valueThis research provides a meaningful theoretical foundation for future work. It extends the theory of PGCV using the value of a partner perspective as a substitute for customer value; hence, the authors call it a potential gain in partner value.

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“…, 2021) and will improve customer loyalty. On the other hand, the featured interface was also crucial for creating customer loyalty (Liu et al. , 2022).…”

Section: Resultsmentioning

confidence: 99%

“…, 2019). Regarding the linkage between credit rating and sales enhancement concerns, previous scholars such as Liu et al. (2022) and Wang et al.…”

Section: Resultsmentioning

confidence: 99%

See 1 more Smart Citation

Importance–performance and potential gain of food delivery apps: in view of the restaurant partner perspective

Wahyudin,

Chen,

Yuliando

et al. 2023

BFJ

View full text Add to dashboard Cite

show abstract

“…By computing the aggregated utility scores of a product based on the relative importance of each product/service attribute, a conjoint analysis allows researchers to analyze and predict overall consumer preferences precisely (Koo and Yeung, 1999; Rhee et al , 2016; Ruetzler et al , 2011) and market forecasting (Yoon et al , 2006). Therefore, conjoint analysis has often been used to check the acceptance of new product designs by customers and assess the attractiveness of advertisements and has also been used in product positioning in various service contexts such as hotels (Lee, 2016), restaurants (Liu et al , 2022; Rhee et al , 2016), spas (Kucukusta and Denizci Guillet, 2014) and airlines (Yoon et al , 2006).…”

Section: Methodsmentioning

confidence: 99%

Forecasting the Mexican craft beer market: an integrated consumer perception conjoint analysis approach incorporating price and product attributes

Castillo-Ortiz,

Lee,

Taylor

et al. 2024

IJWBR

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Purpose This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth. Design/methodology/approach This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation. Findings This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics. Research limitations/implications The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study. Practical implications This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price. Social implications This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques. Originality/value This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.

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Technology evaluation: a systematic review and implications for ethical technology management in tourism and hospitality

Lin,

Chen,

Zhang

et al. 2024

Asia Pacific Journal of Tourism Research

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Seeing is believing? Data mining to create a choice-based conjoint approach for restaurant mobile marketing

Cited by 5 publications

References 60 publications

Importance–performance and potential gain of food delivery apps: in view of the restaurant partner perspective

Importance–performance and potential gain of food delivery apps: in view of the restaurant partner perspective

Forecasting the Mexican craft beer market: an integrated consumer perception conjoint analysis approach incorporating price and product attributes

Technology evaluation: a systematic review and implications for ethical technology management in tourism and hospitality

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