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Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective

Author

Listed:
  • Mustafeed Zaman

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Tan Vo-Thanh

    (Excelia Group | La Rochelle Business School, CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Rajibul Hasan

    (Maynooth University - National University of Ireland Maynooth)

  • Mujahid Mohiuddin Babu

    (Coventry University)

Abstract

The Covid-19 pandemic has profoundly disrupted the worldwide economy, particularly the restaurant sector. To face these challenges, the multi- and omni-channel approaches have been embraced by several firms, especially with the integration of mobile channels and social media. However, no research is conducted to investigate how this integration can be successful in times of crisis, such as pandemic. Therefore, drawing upon the self-determination theory, the present study aims at addressing this research gap by exploring, from both the restaurant owners' and customers' perspectives, how an anti-food waste mobile app called Too Good To Go (TGTG) – the largest social case in Europe, is perceived as a strategic distribution channel in the time of pandemic. Based on 18 in-depth interviews with restaurant owners and 22 with customers in Paris, findings highlight the success factors for restaurants to achieve their digital strategies. Theoretical and practical implications, and future research perspectives are presented.

Suggested Citation

  • Mustafeed Zaman & Tan Vo-Thanh & Rajibul Hasan & Mujahid Mohiuddin Babu, 2021. "Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective," Post-Print hal-03403872, HAL.
    • Handle: RePEc:hal:journl:hal-03403872
    DOI: 10.1080/0965254X.2021.1959629
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    Citations

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    Cited by:

    1. Ranjbari, Meisam & Shams Esfandabadi, Zahra & Siebers, Peer-Olaf & Pisano, Paola & Quatraro, Francesco, 2024. "Digitally enabled food sharing platforms towards effective waste management in a circular economy: A system dynamics simulation model," Technovation, Elsevier, vol. 130(C).
    2. Tan Vo-Thanh & Mustafeed Zaman & Trung Dam-Huy Thai & Rajibul Hasan & Dagnachew Leta Senbeto, 2024. "Perceived customer journey innovativeness and customer satisfaction: a mixed-method approach," Annals of Operations Research, Springer, vol. 333(2), pages 1019-1044, February.
    3. Cassia, Fabio & Magno, Francesca, 2024. "The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps," Journal of Business Research, Elsevier, vol. 172(C).
    4. Zaman, Mustafeed & Vo-Thanh, Tan & Nguyen, Chi T.K. & Hasan, Rajibul & Akter, Shahriar & Mariani, Marcello & Hikkerova, Lubica, 2023. "Motives for posting fake reviews: Evidence from a cross-cultural comparison," Journal of Business Research, Elsevier, vol. 154(C).

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