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Bon APPetite!: A case study about the willingness of potential guests to use an app for a specific hotel restaurant
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Bon APPetite: A case study about the willingness of potential guests to use an app for a specific hotel restaurant is a bachelor thesis about the research subject marketing written by Carolina Andersson and Josephine Urbath (University West, spring 2016). Today we live in an era where technological activity is a part of people's everyday life. People are comfortable with using technological equipment on a daily basis where smartphone apps, is a dominant factor (Morosan & DeFranco, 2015). Further, providing information via apps has proven to increase experienced service quality as well as guest loyalty (Okumus & Bilgihan, 2014). There is already a variety of successful apps at the global market that works well for hotels (Chen, Hsu & Wu, 2012). However, there is a gap in the market where restaurants located inside hotels communicate with guests. Based on the problem discussion the research question "Are potential guests willing to use an app for a specific hotel restaurant, and if there is a need, what services are desired in such an app?" was formulated. This study's main purpose is to generate new knowledge if there is willingness for potential guests to use an app for a specific hotel restaurant. Advertising via mobile apps are not perceived to be distracting and annoying in the eyes of audiences. The added value that apps provide users with, rather attract new users to experience the easy handling and availability (Gupta, 2013). This research was accomplished as a case study. Qualitative approach was partly used, but a quantitative investigation method was mainly utilized. Empirical data was conducted as analytical statistics in this study and data was presented from a random sample of 148 respondents. The analysis chapter contains an analysis and discussion of the theoretical framework and empirical data. Parallels have been drawn and own opinions have been presented. Besides an app marketing point of view, this study also contains a section of study implications where cash flows and net present values are calculated as well as word of mouth and environmental sustainability are analyzed. These research findings show that there is willingness and that it can be beneficial to invest in an app for a specific hotel restaurant. Females and males have different preferences regarding app services, however top three lists of the most desired services are summarized in this thesis. This thesis ends with conclusions that answers to the research question and fulfils the purpose of this case study.

Abstract [sv]

Bon APPetite: A case study about the willingness of potential guests to use an app for a specific hotel restaurant är en kandidatuppsats i företagsekonomi inom fördjupningsområdet marknadsföring. Fallstudien är författad av Carolina Andersson och Josephine Urbath (Högskolan Väst, vårterminen 2016). Dagens tekniska era är en del av människors vardag. Människor är idag bekväma med att använda tekniska lösningar på en daglig basis, där smartphone-appar är en dominerande faktor (Morosan & DeFranco, 2015). Tillhandahållandet av information via appar har visat på att öka servicekvalitet samt gästlojalitet (Okumus & Bilgihan, 2014). Det finns redan en mängd framgångsrika appar på den globala marknaden som fungerar bra för hotellverksamheter (Chen, Hsu & Wu, 2012). Däremot finns det en lucka på marknaden gällande hur restauranger belägna i hotellbyggnader kommunicerar med gäster. Baserat på uppsatsens problemdiskussion formulerades följande forskningsfråga "Are potential guests willing to use an app for a specific hotel restaurant, and if there is a need, what services are desired in such an app?". Det huvudsakliga syftet med denna fallstudie är att generera ny kunskap kring om det finns "willingness", det vill säga om potentiella gäster är mottagliga för användandet av en app för en specifik hotellrestaurang. Målgrupper uppfattar inte marknadsföring via mobila appar som störande och irriterande. Det mervärde som appar förser användare med lockar målgrupper till att uppleva tillgängligheten och den enkla hanteringen snarare än att avskräcka potentiella användare (Gupta, 2013). I denna fallstudie tillämpades delvis kvalitativ metod, men kvantitativ undersökningsmetod nyttjades främst. Empirisk data behandlades i programmet SPSS där analytisk statistik applicerades med ett urval av 148 respondenter. Analyskapitlet innehåller en analys och diskussion av den teoretiska referensramen och empirin. Paralleller har dragits och egna åsikter presenteras. Utöver ett marknadsföringsperspektiv innehåller studien kapitlet "Study Implications" där kassaflöden och nettonuvärden beräknas liksom "Word of Mouth" och miljömässig hållbarhet analyseras. Forskningsresultaten visar på att det finns "willingness" och att det kan vara fördelaktigt att investera i en app för en specifik hotellrestaurang. Kvinnor och män har olika preferenser när det gäller app-tjänster. Topp-tre-listor över de mest önskade tjänsterna sammanfattas i denna studie. Fallstudien avslutas med slutsatser som besvarar forskningsfrågan och uppfyller syftet.

Place, publisher, year, edition, pages
2016. , p. 67
Keywords [en]
Bon Appetite, Willingness, Mobile Marketing, Apps, Branded Apps, Hotel restaurant, Statistical Correlations, Opportunities, Benefits, Revenue, Cash Flow Forecasts, Net Present Value, HAK, Scandic Europa
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-9667Local ID: EXC504OAI: oai:DiVA.org:hv-9667DiVA, id: diva2:951597
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2016-08-16 Created: 2016-08-09 Last updated: 2016-08-16Bibliographically approved

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