International Journal of Business Forecasting and Marketing Intelligence
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International Journal of Business Forecasting and Marketing Intelligence (1 paper in press)
IoT in Restaurants: An exploratory understanding of customer perception and preferences of IoT in the Indian context by Sudhagar D.P Abstract: The present study aims to investigate the consumer perception and preferences of IoT in the Indian context. Advancement of technology and digitalisation has resulted in the transformation of restaurant operation. It is important to under the customer perception, and preferences towards IoT features to introduce IoT, which will be helpful to fulfil the needs and expectations of the consumer. A structured online questionnaire capturing IoT perception and preferences of the consumer was developed and circulated to the respondents. Convenience sampling technique was followed to collect the data. The results were analysed using descriptive statistics. The results of the study reported the list of IoT preference status of the consumer. Research investigating the consumer perception and preference of IoT is limited. The present study contributes to enhancing insights into IoT in the restaurant in the Indian context. The study is limited only to Indian customers. The results of the study will be beneficial for the IoT developers and marketers to focus on IoT, which are highly preferred by the restaurant customers. It is one of the first study conducted in the Indian context to understand IoT in restaurants based on the consumer perspective. Keywords: IoT; Restaurants; Customer; Perception; Preferences; Indian context. DOI: 10.1504/IJBFMI.2020.10024964