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Using contactless mobile payment in the Vietnamese restaurant industry

Charalampos GiousmpasoglouBournemouth University, United Kingdom & Dzung DinhBournemouth University, United Kingdom
Published online: 30 May 2022, JTHSM, 8(1), pp.3-15.

DOI: 10.5281/zenodo.6581331

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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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