Mobile marketing tools in the market of restaurant food delivery services in Ukraine

Authors

  • Sergiy Spivakovskyy Higher Colleges of Technology http://orcid.org/0000-0002-7768-3706
  • Tetiana Spivakovska The Union of Ukrainian Educators Abroad
  • Katerina Bazherina National Technical University of Ukraine

DOI:

https://doi.org/10.33182/tmj.v9i1.1015

Keywords:

digital marketing, marketing tools, restaurant delivery services, Ukrainian market, Kano model

Abstract

This study explores the usage of mobile marketing tools in the market of restaurant food delivery services. While new mobile tools become available, the enterprises need to rationally select and use those tools. In the study, the market of restaurant food delivery in Ukraine has been analyzed, and the enterprises operating in the market have been classified based on their business processes. It was discovered that the usage of mobile marketing differs for aggregators and food producers, depending on their business processes and marketing goals. For each group of enterprises operating in the market, classification of mobile marketing tools has been done, and approaches for selecting mobile marketing tools by the stages of a purchase decision process have been proposed, based on marketing objectives at every stage of the purchase process. Online customer survey has been conducted, and the Kano model has been applied to estimate customers’ satisfaction and their attitude toward mobile marketing tools. Based on the research results, the practical recommendations for selecting the most suitable mobile marketing tools have been developed, and these recommendations take into account the interests of both sides: customers and companies implementing marketing tools. It was found out that the main selection criteria include enterprise internal business processes, marketing objectives, and customer attitudes. The recommendations developed in this study, provide businesses with the approaches necessary to rationally allocate their marketing resources.

Author Biographies

Sergiy Spivakovskyy, Higher Colleges of Technology

Business Division

Katerina Bazherina, National Technical University of Ukraine

Industrial Marketing Department

Published

2021-05-01

How to Cite

Spivakovskyy, S., Spivakovska, T. and Bazherina, K. (2021) “Mobile marketing tools in the market of restaurant food delivery services in Ukraine”, Transnational Marketing Journal. London, UK, 9(1). doi: 10.33182/tmj.v9i1.1015.