THE USE AND PERCEIVED EFFECTIVENESS OF E-MARKETING TECHNOLOGIES IN RESTAURANTS

Abstract The purpose of this research study is to examine the use of and the perceived effectiveness of e-marketing technology in restaurants. Split between quick service restaurants (QSR), fast/casual, casual/family dining restaurants, and fine dining restaurants, the importance of e-marketing technologies will determine which methods are most effective to each respective restaurant section. A survey was utilized to find the answers to research questions. An electronic survey was sent to 3000 Hospitality Technology magazine subscribers who manage information technology in restaurants. Three hundred twenty responses were obtained with 10.6% response rate, representing 190,966 restaurants in the United States. Findings showed that the top five e-marketing tools used by restaurants are: Social networking tools (81.1%), including website address in email signature (77.5%), actively monitoring social network chatter (71.5%), actively participating in social media efforts (71.3%), and registering with search engines (70.2%). The least utilized tool was virtual tours (15.6%). The top five tools deemed most effective by the restaurant industry are: actively monitoring social network chatter (M=5.37), social networking tools (M=5.24), actively participating in social media efforts (M=5.21), registering with search engines (M=4.99), and including website address in email signature (M=4.97). The least effective tool was web seal certification (M=3.08)