FREE WIFI

According to Ream and Beales (2003), Wi-Fi networks are like LANs except the data is
transmitted via radio waves instead of electric cable. Wi-Fi is short for “wireless fidelity”, and is another
name for a wireless communications standard called “IEEE 802.11b” or “802.11g” (Wu, 2007). There’s
no denying that the internet has become an essential part of life both professionally and socially (Gilham
and Van Belle, 2005). More people than ever are looking for internet access, whether that is on their
laptops, smart phones, tablets or even games consoles (Giussani, 2001; Sarker and Wells, 2003; Ashford,
2004). Nowadays, Wi-Fi is not expensive technology and it is easy to set up the Wi-Fi service in the
public area because there are a lot of companies that provide Wi-Fi service to cafes, hotels, and public
places. Wi-Fi technology can be easily set up in offices, airports, markets and other any locations, and it
can provide advantages in mobility, ease of use and low cost. Thus, demand in Wi-Fi has become more
important in business and 15 everyday-life and most people are able to connect to Wi-Fi service at
public places, such as shopping malls, hotels, airports and restaurants (Ullah, 2012). As said by Olsen &
West (2008), in the rapidly changing environment, technology is one of the most significant competitive
advantages for any hospitality company. Additionally, according to Natasa (2014), restaurants are more
likely to generate higher revenues when customers spend more time at the restaurants. Wi-Fi has been
found to act as a tool to encourage consumers to stay longer at restaurants.

Businesses find free Wi-Fi access to be a customer magnet. As wireless Internet access
becomes more common, businesses are setting up free Wi-Fi hotspots for their customers (Fife
and Pereira, 2003; WBA, 2013). According to Nor Iadah et al. (2011), Wi-Fi in food outlets is a
new combination of business model that provides extra convenience for those who want to go
online while having a meal”. Also, it concludes that technology can be used in an innovative way
to attract more customers and also retain them. In addition, Thornton (2017) confirms that free
and reliable Wi-Fi makes ordinary customers happy, and that leads to increased sales and
repeat business. Free Wi-Fi can also attract patrons who might otherwise dine elsewhere.
According to Scheck (2015) business is bound to have an advantage over the competitors who
do not offer free Wi-Fi, because people nowadays select a venue based upon the availability of
free Wi-Fi. Similarly, Houliston & Sarkar, (2004), state that there has been a consequential
growth in Wireless Fidelity Networks (Wi-Fi) technology in recent years. Internet has an
important place in daily life. People have become dependent on their connection to the Internet
for daily activities involving work, school, and ever-growing online social networking.

Offering free Wi-Fi can be used to create a competitive advantage. Wi-Fi can be
used as a tool by food outlets to attract customers to their shops. According to Campbell (2016).
One of the biggest benefits of offering free Wi-Fi is that it increases time of the customers spent
on the premises. Also, consumers tend to stay longer if they can use their phone, tablet or
laptops and can access the internet. Some businesses surveyed that almost 62% of the
customers said that they spent more time on their shop once Wi-Fi was introduced. Around 50%
of the said customers spent more money. A tiny number of business owners said that
customers spent less when Wi-Fi was available. Also, to explore the impact of Wi-Fi service on
customers, Cobanoglu, et al., (2012) examined the directions of randomly chosen 1000
restaurant customers. The results showed that (1) Wi-Fi access has become an important
amenity in restaurants and cafés in the United States; (2) Customers prefer restaurants or cafes
with Wi-Fi service; (3) Customers prefer free Wi-Fi in restaurants over paid models; and (4) The
overall results showed that providing Wi-Fi service in a restaurant is a predictor of the likelihood
of customers returning to a restaurant.