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Scientific, Smart & Safe: Sensor Technology as a Marketing Tool to Increase Restaurant Visits During COVID-19

Hamza, Megi; Bellavista, Anthea
Master thesis
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URI
https://hdl.handle.net/11250/2823777
Date
2021
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  • Master of Science [1522]
Abstract
Inspired by the possibilities of novel IoT sensor technology, this master’s thesis

tests a new way to encourage customer visits to restaurants at the time of the

COVID-19 pandemic. Inspired by recent advances in sensor technology and

drawing from the servicescape and risk perception literature, we hypothesize that

information about the regulation of environmental dimensions through IoT ambient

and occupancy sensors increases customers’ willingness to visit restaurants by

increasing customers’ perceived safety. We also argue that the effect of the

information about the regulation of environmental dimensions through IoT sensors

on customers’ perceived safety is moderated by the customers’ perceived threat of

COVID-19. Data from an online experiment in Qualtrics with 392 adult restaurantgoers

were analyzed in SPSS through mixed-model ANOVA, linear regressions,

mediation with PROCESS, and GLM analysis. We found strong evidence that

information about IoT sensors that regulate the restaurant’s environmental

dimensions indirectly increases customers' willingness to visit the restaurant. We

also found strong statistical evidence about the mediating role of perceived safety

and the moderating role of customers’ perceived threat of COVID-19. We give

theoretical and strategical recommendations for the implementation and value

communication of IoT sensors as a marketing tool for reassuring customer safety

during the COVID-19 pandemic.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
Publisher
Handelshøyskolen BI

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