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

Mustafeed Zaman, Tan Vo-Thanh (vothanht@esc-larochelle.fr), Rajibul Hasan (rhasan@em-normandie.fr) and Mujahid Mohiuddin Babu
Additional contact information
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

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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.

Keywords: Multi-channelomni-channel; Mobile channel; Too Good To Go (TGTG) appself-determination theory; Motives (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

Published in Journal of Strategic Marketing, 2021, pp.1-16. ⟨10.1080/0965254X.2021.1959629⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03403872

DOI: 10.1080/0965254X.2021.1959629

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