The roles and importance of mobile applications for coffee shops in Malta

Abstract

Purpose: In the hospitality industry, mobile applications are an integral marketing tool through which organisations can secure a share of repeat, loyal customers. This research aimed to understand whether mobile applications could have been identified as a worthwhile marketing investment in the coffee shop sector, identifying what insights could be applicable to other sectors within Malta. Design/methodology/approach: The literature was enhanced by going into the points of view of organisations and consumers regarding company-specific mobile apps. Findings: Exploration, economic rewards, recognition, and a satisfactory customer experience were identified as key contributors to consumer acceptance of such apps. Organisations indicated a future inclusive investment or an upgrade of their mobile application, and customers highlighted the need for more similar apps. Loyalty deals and rewards, ordering features, product and service information, and customer satisfaction reviews were also identified as potential positive influencers in other sectors. Research Implications: This study highlighted several areas for future research that could offer opportunities to advance organisations’ understanding of the effects of utilising dedicated mobile applications in their operations. Originality/Value: This research went one step further by enhancing existing knowledge on organisation-specific mobile applications in the local coffee shop sector context.