The Success of Internet Marketing For Restaurants in Malaysia

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TABLE OF CONTENTS

CHAPTER 01: INTRODUCTION1

Background of the Study1

Restaurant Industry in Malaysia2

Research Aim3

Research Objectives3

Research Questions4

Layout of the Dissertation4

CHAPTER 02: LITERATURE REVIEW6

Introduction6

Online Marketing6

Restaurant Industry6

Internet Marketing in the Restaurant Industry10

Internet Marketing Strategies for Restaurant Industry11

CHAPTER 03: RESEARCH METHODOLOGY15

Introduction15

Research Method15

Overview of the Quantitative Method15

Research Instrument16

Sample Size17

Research Reliability17

Research Validity17

Ethical Issues18

REFERENCES20

CHAPTER 01: INTRODUCTION

Background of the Study

Since its launch, the internet has conquered all the aspects of human life. The way people access information, share information, communicate, and interact with each other has been drastically modified (Bryman and Hardy, 2009, p. 35). In addition, the internet contributed erasing geographical barriers and reducing the factors of space and time. In the past, a business proved that it was close to its customers by opening branches in various locations where, according to market studies, the company could reach its customers and prospects. Such a practice called for the notion of proximity or local marketing (Enz & Siguaw, 2000, p. 20).

Consequently, a company was more valued when it took actions that led it toward its public and not the opposite way. Business strategies on social networking sites represent an inexpensive and cost-effective investment. These sites allow companies to reach a wider audience and benefit from virtual word-of-mouth channels that are free, instantaneous, and global. For example, Facebook users have a toolbox they can use to express their opinion about a cause, a service, an idea, an activity, or a product. It is called the “Like” box. Anytime a person clicks on that box, a visual and a text message are displayed meaning that the person agrees with or likes whatever was expressed or advertised (Francis and Russell, 2008, p. 3).

For companies in the food and beverage industry, having a member of a social networking site “Like” a specific product from the company is significant. Indeed, the visual and text message are displayed on the member's profile and are made available to his/her friends who in turn influence their own connections anytime they “Like” the same product. Like a snowball effect, the people connected to the individual are instantaneously informed of the specific product their friends A and B “Like (Gelb, 1987, p. 11, p. 13).”

The fact that more companies in the food and beverage industry join social networking sites does not address all the concerns about the relevance of this marketing and communication choice (Getty & Getty, 2003, p. 104).

The restaurants industry has been growing and it has become a part of people's everyday life. The consumers demand more and more services in order to fit them in their busy lifestyles. Online services offer around the clock availability and other significant benefits from the following features: convenience, avoiding human contact, saving time, and feeling more control of the service process (Jamie and Edward, 1996, p. 61).

Restaurant Industry in Malaysia

Malaysia is a major consumer of products of sea food and agri-food. The demand for agri-food and products of sea food has been increasing and the demographics and culture of ...