What drives word‐of‐mouth in restaurants?

Abstract

Purpose -The purpose of this paper is to analyse variables that influence positive word-of-mouth (PWOM) in restaurants. Design/methodology/approach -An experiential survey was conducted in a restaurant, located in a busy area of London. It was divided into two phases to consumers, as two potential triggers of PWOM were compared. Findings -Satisfaction with food and drink affect PWOM significantly, as does an intangible aspect called "the power of context". In relation to specific triggers of PWOM, surprises given before customers order have a significant impact on PWOM, but not if offered after the main course is served.Research limitations/implications -The research was conducted in one restaurant. A cross-sectional analysis would have been beneficial, since restaurant type or occasion may affect findings. Future research will focus on what the power of context entails in restaurant settings. Practical implications -Restaurateurs should focus their attentions on offering food and drink of consistent quality and also create something unique or distinctive in their outlets to encourage PWOM. Introducing surprises as a tactic to encourage PWOM will entail a challenging task. Originality/value -It appears to be the first research of its type and practical actions to encourage PWOM are derived from the research.

The Impact of Restaurants’ Green Supply Chain Practices on Firm Performance

“…Thus, green practices can improve capability both internally and externally. Externally, the restaurant's reputation improves the customers' perceptions of it [60][61][62][63], so green practices could be a good way to maintain positioning in the market during times of crisis [64]. Furthermore, the adoption of these measures can be used to attract a new type of customer to the restaurant by offering new menu selections according to their preferences and concerns thereby increasing sales more than the competition does [65,66].…”

Restoran İşletmelerinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Müşteri Sadakatinin Ağızdan Ağıza Pazarlamaya Etkisi - The Effect of Service Quality, Customer Satisfaction and Customer Loyalty on Word of Mouth Marketing in Restaurants

“…Aksi halde bu paylaşımlar negatif olacaktır. Restoranların sınırlı bir tanıtım bütçesine sahip oldukları düşünüldüğünde (Longart, 2010), müşterilerin pozitif değerlendirmeleri işletmenin olumlu bir marka ve imaj oluşturmasına ve tanıtım giderlerinin düşürülmesine katkı sağlayarak (Jeong ve Jang, 2011) başarılarında önemli bir rol oynayabilir. Literatürde restoran işletmelerinde hizmet kalitesi ile müşterilerin ağızdan ağıza iletişimleri arasındaki ilişkiyi inceleyen araştırmalar bulunmaktadır.…”

“…Buna ek olarak, araştırmada fiyatın ağızdan ağıza iletişimi negatif yönlü, hizmet kalitesinin ise ağızdan ağıza iletişimi pozitif yönlü etkilediği saptanmıştır. Restoranlarda yiyecek ve içeceklerden memnuniyet ve ana yemek öncesi yapılan sürprizler de müşterilerin ağızdan ağıza pozitif iletişimlerini önemli ölçüde etkilemektedir (Longart, 2010 Parasuraman (1996) hizmet işletmelerinde müşterilerin davranışsal niyetlerini sadakat, değiştirme eğilimi, daha fazla ödemeye isteklilik, problemi dışa yansıtma ve problemi içe yansıtma olarak ortaya koymuştur. Sadık müşteriler, işletme ile kurmuş oldukları duygusal bağdan ötürü değiştirme eğilimleri düşük, daha fazla ödemeye istekli ve pozitif deneyimlerini dışarıya daha fazla yansıtan müşterilerdir.…”

Consumer Decision Process in Restaurant Selection: An Application of the Stylized EKB Model

“…Bei, Chen and Widdows (2004) found more extensive search from online sources and discussion with friends and family for experience products (services), such as restaurants, than for tangible products. Indeed, Longart (2010) highlighted the importance of positive word of mouth (PWOM) in restaurants. However, the impact of negative word of mouth should also be considered.…”