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

Mustafeed Zaman, Tan Vo-Thanh, Rajibul Hasan, Mujahid Mohiuddin Babu

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)
11 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)(In-press)
JournalJournal of Strategic Marketing
Early online date19 Aug 2021
Publication statusE-pub ahead of print - 19 Aug 2021


  • Multi-channel
  • omni-channel
  • mobile channel
  • Too Good To Go (TGTG) app
  • p; selfdetermination theory
  • motives
  • self-determination theory

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


Dive into the research topics of 'Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective'. Together they form a unique fingerprint.

Cite this