Use of Mailbags by Fastfood Restaurants of Karachi: A Study Based on Theoretical Triangulation
Abstract/Description
Background:
This study has been conducted to understand the importance of customer reviews on purchase intention of customers. Previously lots of studies were conducted on this theme. However, most of the studies are generic customer reviews or not found to be associated with TAM.
Research Problem:
Previous studies conducted on mailbags are not associated with TAM. Moreover, studies are not associated with Asian developing markets. Hence, it is important to understand that whether the intention to purchase through mail bags is consistent with the TAM model and Asian Developing Markets.
Methodology:
This study is based upon theoretical Triangulation Approach and has been based upon primary data that has been collected from structured closed ended questionnaire. The sample size of the study is 275 respondents.
Analysis:
The analysis has been made through applying structural equation modeling through SMART-PLS. Findings of the study revealed that mailbags are significantly important for the marketing of local fast food restaurants.
Limitations:
However, there are some theoretical and practical lacking found in this study that might overcome through incorporating data triangulation approach and use of multi-method approach. Especially important is to associated the work with analysis based upon combination of SMART-PLS and N-Vivo
Practical Implications:
Through this study researchers may able to understand the importance of mailbags for local restaurants. Hence, entrepreneurs may be able to develop better polices to optimize the effect of positive e-WoM from customers. Previous companies are found to be using e-generated WoM that can easily be assessed by the readers in the technologically advent era.
Hence, the significance of this study has many folds as this study cannot be only used for implement of academic research but also for better policies and strategies by small fast-food restaurants.
Key Words: Customer Reviews, E-WoM, Mailbags, Online customer Reviews, Fast Food Recusants & Small Scare Businesses
Keywords
Customer Reviews, E-WoM, Mailbags, Online customer Reviews, Fast Food Recusants & Small Scare Businesses
Track
Marketing
Session Number/Theme
Marketing - Session II
Session Chair
Dr.Hassaan Ahmed
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC - 09 Ground Floor, AMAN CED Building
Recommended Citation
Zafar, M. R., Khan, K. N., Askari, M., & Sultan, M. F. (2025). Use of Mailbags by Fastfood Restaurants of Karachi: A Study Based on Theoretical Triangulation. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/106
COinS
Use of Mailbags by Fastfood Restaurants of Karachi: A Study Based on Theoretical Triangulation
MCC - 09 Ground Floor, AMAN CED Building
Background:
This study has been conducted to understand the importance of customer reviews on purchase intention of customers. Previously lots of studies were conducted on this theme. However, most of the studies are generic customer reviews or not found to be associated with TAM.
Research Problem:
Previous studies conducted on mailbags are not associated with TAM. Moreover, studies are not associated with Asian developing markets. Hence, it is important to understand that whether the intention to purchase through mail bags is consistent with the TAM model and Asian Developing Markets.
Methodology:
This study is based upon theoretical Triangulation Approach and has been based upon primary data that has been collected from structured closed ended questionnaire. The sample size of the study is 275 respondents.
Analysis:
The analysis has been made through applying structural equation modeling through SMART-PLS. Findings of the study revealed that mailbags are significantly important for the marketing of local fast food restaurants.
Limitations:
However, there are some theoretical and practical lacking found in this study that might overcome through incorporating data triangulation approach and use of multi-method approach. Especially important is to associated the work with analysis based upon combination of SMART-PLS and N-Vivo
Practical Implications:
Through this study researchers may able to understand the importance of mailbags for local restaurants. Hence, entrepreneurs may be able to develop better polices to optimize the effect of positive e-WoM from customers. Previous companies are found to be using e-generated WoM that can easily be assessed by the readers in the technologically advent era.
Hence, the significance of this study has many folds as this study cannot be only used for implement of academic research but also for better policies and strategies by small fast-food restaurants.
Key Words: Customer Reviews, E-WoM, Mailbags, Online customer Reviews, Fast Food Recusants & Small Scare Businesses
