There is a drastic change is being seen in the way of doing business in today’s competitive scenario. The revolutions and development in information technology sector have developed several new and different way of conducting business. Herein, it has been examined that it is because of revolution in IT sector only new means of delivering services to customers has developed and these are E-commerce and Mobile-commerce. In this regard, it can be said that as per the viewpoint of Hsueh, Chen and Chen (2017) mobile commerce is the type of platform which allows commercial transaction over the phone or the smart mobile. In addition to this, the given thing has happened due to the development of communication technology. In this context, it has been seen that nowadays customers of the company gives more importance to the convenience factor. This is because; they do not want to stand in big lines of Fast Food Company. Further, they also want to enjoy the food in their home environment. Here, it is due to the presence of given aspect only means such as mobile and e-commerce has become popular.
It is also examined that due to the introduction of smartphones, mobile commerce has become more important than e-commerce. This is because with the help of mobile commerce consumer can make an order of the goods and services at any place (Ashraf, Thongpapanl and Northey, 2017). In addition to this, the given thing will also eliminate the firm’s need of taking big heavy laptops from one place to another with an aim to perform an online transaction. Thus, the given thing has provided convenience to buyers.
For the current study, McDonald Australia is taken into consideration. It is American fast food Company that came into existence in the year 1940. The firm operates its operation worldwide. Further, it always upgrades itself as per the changes which are happening in the external environment of the company. Thus, it is a reason why it is gaining success in the highly competitive environment in an effectual way. The management of McDonald Australia is facing the problem that whether mobile commerce has an impact on the performance of the company or not. This is because; they want to make an investment decision. Here, if positive impact of mobile commerce on the performance of the company will be seen then in the given situation they can make a huge investment in the same. Thus, it is due to the presence of given aspect only respective study is conducted.
In the current study, a number of sources will be reviewed with an aim to draft literature review section of the study. In addition to this, this study will also give a description of research methodology techniques with the help of which aim and objectives of the current study will be met in an effectual way.
The study which is conducted on the topic of analyzing the impact of mobile commerce on the performance of fast food business has a very wider scope. In accordance with the given context, it can be said that it has significance for the research scholar who is doing a study on the similar way of topic (Heinze, Thomann and Fischer, 2017). Here, by using the literature review section of this study Ph.D. scholars can prepare a blueprint for the literature review section. In a similar way, the study conducted has usefulness for the businesses who also want to examine the impact of mobile commerce on the performance of their business. Thus, from this, it can be said that the conducted study has huge scope.
For the research, it is essential that it should draft the aim and objectives of its study appropriately. This is because; the effectiveness of the conducted study totally depends on the given aspect only. The aim and objective of study are depicted in below:
The main aim of the study is to analyze the impact of mobile commerce in the performance of fast food business: A case analysis of McDonald, Australia.
On the basis of mentioned aim following objectives are framed:
In the respective section, different secondary sources such as books, journals, and online articles will be reviewed. This thing will guide researcher towards the main aim of the company in an effectual manner.
According to the viewpoint of Narang and Arora (2018) mobile commerce is being regarded as the activity of buying and selling goods and services by using different wireless means such as cellular phone and personal digital assistant etc. Herein, Seam and et.al. (2017) have depicted that it is being regarded as the practice of selling the goods and services of the firm by using different mobile devices. On the other hand, it can be said that it is being regarded as the way to perform the commercial transaction of the firm with the help of mobile. This mobile commerce is a new innovation in e-commerce. Thus, it can be said that it is being regarded as one of the most innovative means of conducting business.
There are different features of mobile commerce examined. In accordance with the given context, Wasiq, Ahmad and Anwar (2018) have depicted that convenience is being regarded as one of the most important features of the mobile commerce. The customers of the firm can easily make an order for the goods and services which they would like to purchase from the respective firm. The given thing also eliminates their need to stand in long queue and wait for their number. However, Hsu, Chang and Ho (2017) have depicted that among different features of mobile commerce its main feature is to analyze different forms of data. Herein, mobile commerce gives information about a number of orders taken for a specific product and type of customers who are using their services etc. Thus, these all things play a very important role in the future strategy of the company.
There is a number of factors which affect the performance of the company. In this regard, Roy and Moorthi (2017) have depicted that firm lack of compliance with the new and latest technology is being regarded as one of the most important factors which affects the performance of the company. In this context, it has been seen that customers always like to purchase products and services from that company which upgrades itself as per new technology. However, in case if the firm will not do the same at that time there is a chance that they can lose their customers to the competitors. However, it is to be critically evaluated by Hsueh, Chen and Chen (2017) the type of services given by employees tend to cause a significant impact on the performance of the company. This is because; the success of any company totally depends upon its employees. For example, if employees feel satisfied at that time they will deliver high quality services to the buyers. The given thing will cause a positive impact on the profit and sale of the firm. On the other hand, if employees are not working well then in the given situation significant impact of the same will be seen on the sales of the company in an effectual way.
As per the viewpoint of Narang and Arora (2018) m-commerce allows faster purchases of products. The data which are loaded in a mobile app is 1.5 times faster than the data that are loaded in the computer. In addition to this, the mobile app contains a number of features which provides convenience to the customers of the company. Thus, as a result of this, they constantly use the services of the organization. The given thing will have a positive impact on the sales and profitability condition of an organization in an effectual way. However, Seam and et.al (2017) have depicted that mobile app give better customers experience and due to this repeat purchase of buyers occurs. In this context, it has been seen that people are completely familiar with how tablet and Smartphone works. Here, they are already aware of the things that how products can be navigated through few clicks. In addition to this, customers can also share the item which is being purchased by them to their friends with an aim to gain review about the same. Thus, these all things provide an effective experience to the customers. As a result of this, they continually use the services of the organization like McDonald in an effectual way.
Besides this, as per the Wasiq, Ahmad and Anwar (2018), mobile commerce allows a company like McDonald with regard to establishing a direct connection with their customers. This is possible because there are many apps which have notification button. Here, if customers will on this notification button at that time they can continuously take information about the new product which is being offered by the company. Thus, the given thing will eliminate the firm need of making huge promotion about the goods and services which is being offered by it. However, the money which firm has saved through the given process can be used by it for some other useful purpose. Thus, it is by complying with given type of activity only mobile commerce helps in increasing the performance of the company in an effectual manner. Furthermore, Roy and Moorthi (2017) have depicted that the mobile commerce gives the opportunity to the firm with regard to tailoring their content as per the needs and demands of the customers in an effectual manner. The given thing will give high quality service experience to the buyers. As a result of this, they will continually use the goods and services which are being offered by the cooperation. The given thing will have a positive impact on the profit of company in an effectual manner.
According to the view point of Hsu, Chang and Ho (2017) security is being regarded as one of the biggest issue which is associated with M-Commerce. This happens because the app can access all the internal data of the customer’s mobile phone. Thus, this raises the chances of utilizing the data of buyers for some ineffective purpose. Thus, the given thing creates threat among the mind of buyers. As a result of this they denies in using the respective type of services of the firm in an effectual manner. In addition to this, high number of competition from the other firms is being regarded as another most significant issue which is related with m-commerce. In this regard, it has been seen that there are many firms that are delivering their product with the help of mobile application. Thus, in the given situation it will become difficult for the firm like McDonald with regard to establish its unique image in the eyes of its respective buyers in an effectual manner. Thus, the given thing will cause negative impact on the performance of company in an effectual manner.
Research methodology is being regarded as the systematic process of collecting and assembling the data for the company. It contains different techniques with the help of which aim and objective of the study will be met. The detailed description of the same is given below:
It gives a description about total time which will be needed to conduct the respective study. It is given in the appendix.
It can be stated that with the help of different tools and techniques researcher of the current study can attain the aim of its study effectively.
Ary, D., Jacobs, L.C. and Walker, D., 2018. Introduction to research in education. Cengage Learning.
Ashraf, A.R., Thongpapanl, N. and Northey, G., 2017. The role of m-commerce readiness in emerging and developed markets. Journal of International Marketing, 25(2), pp.25-51.
Bryman, A., 2017. Quantitative and qualitative research: further reflections on their integration. In Mixing methods: Qualitative and quantitative research (pp. 57-78). Routledge.
Heinze, J., Thomann, M. and Fischer, P., 2017. Ladders to m-commerce resistance: A qualitative means-end approach. Computers in Human Behavior, 73, pp.362-374.
Hsu, H.M., Chang, R.I. and Ho, J.M., 2017. Query-Based-Learning Genetic Algorithm to Construct Mobile-Oriented Catalogs in M-Commerce. IEEE Access, 5, pp.7294-7304.
Hsueh, C.Y., Chen, P.M. and Chen, K.H., 2017, May. A study of chain hotel service factors and market segmentation for mobile commerce customers: Using mobile application services as an example. In Applied System Innovation (ICASI), 2017 International Conference on (pp. 641-644). IEEE.
Narang, B. and Arora, J.B., 2018. Present and future of mobile commerce: Introduction, comparative analysis of m commerce and e commerce, advantages, present and future. In Mobile Commerce: Concepts, Methodologies, Tools, and Applications(pp. 1431-1447). IGI Global.
Reinharz, S., 2017. On Becoming a Social Scientist: from survey research and participant observation to Experimental Analysis. Routledge.
Roy, S. and Moorthi, Y.L.R., 2017. Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy. Journal of Research in Interactive Marketing, 11(3), pp.268-295.
Seam, A. and et.al., 2017. FACTORS AFFECTING CONSUMER’S CHOICE TO USE MOBILE WALLET TO ACCESS M-COMMERCE INDUSTRY IN INDIA.
Wasiq, M., Ahmad, N. and Anwar, M., 2018. Consumers’ Perception toward security of M-commerce transactions-An empirical study. Global Sci-Tech, 10(1), pp.11-21.
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