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Using contactless mobile payment in the Vietnamese restaurant industry
Charalampos Giousmpasoglou, Bournemouth University, United Kingdom & Dzung Dinh, Bournemouth University, United Kingdom
Published online: 30 May 2022, JTHSM, 8(1), pp.3-15.
Giousmpasoglou, C., & Dinh, D. (2022). Using contactless mobile payment in the Vietnamese restaurant industry. Journal of Tourism, Heritage & Services Marketing, 8(1), 3–15. https://doi.org/10.5281/zenodo.6581331
Purpose: Contactless Mobile Payment (CMP) is a technological innovation that shapes the future of service-related industries. This study develops a critical understanding of CMP in the context of consumer behaviour and explores its use in the Vietnamese restaurant industry.
Methods: An online survey was used to collect the data (n=153) from Vietnamese consumers. Data analysis was conducted with the use of SPSS and AMOS software. A Confirmatory Factor Analysis (CFA) in conjunction with Structural Equation Modelling (SEM) were employed to explore consumer perceptions regarding the use of CMP.
Results: The findings indicate that consumers find CMP a fast and convenient way to make transactions in Vietnamese restaurants. The findings also indicate the importance of ease of use and security.
Implications: The study contributes to the understanding of consumer behaviour in regard to technology in the service industries context focused on the restaurant industry. The managerial implications of this study highlight a number of benefits for both consumers and businesses, such as efficiency, speed, and improved customer service; on the other hand, the potential of fraud poses a serious threat for both sides.
Keywords: Consumer Behaviour, Contactless Mobile Payment, Restaurant Industry, Vietnam
JEL Classification: L83, N35, N
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