Consumer Preferences in Choosing a Mobile Bar Service

https://doi.org/10.70228/JHER2026043

Cite this article Read this article

ABSTRACT

This study investigated the perceived influence of accessibility, drink options, service quality, and price on consumer preferences and patronage intentions toward mobile bar services. It focused on the rapidly growing Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, where mobile bars are becoming increasingly vital. By identifying key factors shaping consumer preferences, the study aimed at providing insights for developing more responsive and competitive mobile bar operations. Using a quantitative, descriptive-comparative design, data were collected from 200 participants via a structured survey questionnaire. Descriptive statistics, t-tests, and one-way ANOVA were employed for analysis. The findings revealed that service quality exerted the strongest perceived influence on consumer preferences for mobile bar services. Overall, participants rated all factors highly, indicating generally positive perceptions of mobile bar offerings. In addition, patronage intention was notably high, with the majority of participants expressing willingness to patronize mobile bar services. The results also indicated significant differences in consumer preferences across marital status, occupation, and income, suggesting that life circumstances and socioeconomic conditions play an important role in shaping consumer behavior and expectations. These findings highlight the importance of service reliability, affordability, and overall customer experience in guiding consumer decision-making. Mobile bar operators are, therefore, encouraged to adopt segmented marketing strategies, offering affordable and flexible packages for younger and budget-conscious consumers, while also providing premium, experience-oriented services for higher-income clients. Aligning service offerings with the specific preferences of different market segments can enhance customer satisfaction, strengthen loyalty, and provide a competitive advantage in the evolving event and hospitality industry.

Keywords: mobile bar services, consumer preference, service quality, patronage intention, demographic factors