To effectively use of mobile technologies, this study develops a multifaceted framework to analyze critical success factors and determine an optimal solution for mobile technology adoption by using hybrid multiple criteria decision‐making methods. The results show that the most important and common critical success factors (CSFs) are top management support and consumer needs. Meanwhile, experienced adopters also addressed market trends and customer relationships, as well as prioritized the adoption of mobile websites, whereas potential adopters were concerned about organizational innovativeness and considered quick response (QR) codes as the most suitable mobile technology. Finally, some academic and managerial implications are offered at the end of the study. Copyright © 2016 John Wiley & Sons, Ltd.