Factors That Influence Word of Mouth Behavior in Fast Food Restaurants

Abstract

This study aims to determine the Effect of Food Quality, Personal Interaction Quality, Physical Environment Quality, Perceived Value to Word of Mouth Intention via Customer Experience, Trust, and Commitment in customer of fast food fried chicken restaurant in Jakarta. This study involved 217 customers of fast food fried chicken restaurant in Jakarta. This research using quantitative approach. Data analysis techniques used in this research is using SEM (Structural Equation Modeling). Based on the results of hypothesis testing found WOM intention is influenced by commitment, then commitment is influenced by trust and customer experience, where customer experience is influenced by food quality and perceived value.