Word of Mouth (WOM) of Purchase Decision

Abstract

WOM has been acknowledged as the ultimate driver for a success of restaurant business and these studies focus attributes of WOM toward purchase decision. This study focuses on the relationship between attributes of WOM towards purchase decision in Malay Upscale Restaurant. The study analyses service quality, food quality, physical environment quality and price as the focus attributes towards decision making of the Malay upscale post purchase. 300 respondents were used for this studies. A multiple regression analysis was undertaken to analyse the data. The results has shown that physical environment quality bring the most impact on the (WOM).