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Analysis of the impact viral marketing strategy toward customer visit in restaurant industry - case study of Kopitiam XYZ

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The primary objective of this thesis is to analyse the impact of the viral marketing and promotion strategy of Kopitiam towards the customer visits. Another purpose is to find out which viral marketing strategy of Kopitiam that has the most impact in attracting customer visits. The primary problem is that apparently Kopitiam does not aware of the effectiveness of its viral marketing efforts and also they does not have clear measurement parameter or guidelines to evaluate the effectiveness of its viral marketing and the lack of human resources available prevents kopitiam XYZ to provide special attention in order to maximize their viral marketing. This is done by first giving out questionnaires to visitors of Kopitiam, and then process the acquired data using statistical analysis software such as SPSS and AMOS. And as a result of the data processing, it has been concluded that the viral marketing done by Kopitiam does have a positive impact on customers, with BBM broadcast message touted as the media that has the most significant impact. This thesis has provided some recommendations for KopitiamΓÇÿs future venture in viral marketing, such as make the promotions more interesting and to try to use different media for promotion purposes.

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Availability

B01531

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1531

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Social media
Restaurant industry
IBA
Viral marketing
Kopitiam Xyz

Specific Detail Info

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Statement of Responsibility

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