Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant

Basri, Nur A’mirah Hassan; Ahmad, Roslina; Anuar, Faiz Izwan; Ismail, Khairul Azam

doi:10.1016/j.sbspro.2016.05.175

Cited by 51 publications

(47 citation statements)

References 19 publications

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“…Moreover, on a larger scale, even destination marketers need to implement encouraging strategies for tourists to disseminate their tourist activities (Lee & Oh, 2017). More specifically, and in line with the current study's theme, Basri et al (2016) assured that WOM is the eventual determinant for restaurants' success.…”

Section: Importance Of Word Of Mouth Referralsmentioning

confidence: 54%

“…According to Day (1971), it has been computed that WOM was nine times as effective as advertising at converting unfavorable or neutral predispositions into positive attitudes. Regarding consumers' intention to change brands, they are influenced by positive WOM seven times more than advertising via magazines and newspapers, four times more than personal selling, and twice more than radio advertising (Basri et al, 2016). In a USA-based study, Litvin, Blose, and Laird (2004) noted that tourists' restaurant selections were predominantly influenced by the WOM recommendations of opinion leaders, with surprisingly few decisions based on the influences of more formal media.…”

Section: Comparing Wom With Other Mediamentioning

confidence: 99%

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Linking consumer characteristics to word-of-mouth-related behaviors and referral intentions in restaurants

Salem

Nabil

Shehata

2017

Tourism and Travelling

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This research aims at describing and validating differences in word-of-mouth-related (WOM) behaviors and referral intentions according to consumers' characteristics; demographic (gender/age), socio-economic (education), and consumption patterns (frequency of outdoor dining/restaurant type preferences). Thus, restaurant operators can better target their opinion leaders, and maximize WOM marketing potential. 221 valid questionnaires were collected from restaurant customers, covering consumer characteristics and basic WOM-related behaviors. Results concerning basic WOM-related variables conformed logically to relevant previous studies. Females, teenagers and youth, and quick-service restaurant (QSR) diners were more WOM-dependent for their outdoor dining decisions. Meanwhile, males, matures and QSR customers have been more active referrers for unpleasant dining experiences. University students showed less response for WOM referrals concerning unpleasant experiences, while being the more active referrers for unpleasant meal and foodservice encounters. It was also noted that the less the frequency of outdoor dining, the more dependent are consumers on WOM referrals, and the more referring to unpleasant dining experiences. Most available WOM-related literature spots mainly on WOM-related issues, such as its popularity vs. other types of media, and referral intentions responding to pleasant or unpleasant dining experiences. Differently, the current study concludes by determining restaurants' key opinion leaders; that is, most active WOM referrers and most WOM-sensitive segments, based on main consumer characteristics and behaviors. Thus, restaurant operators can better tailor and target their WOM-related marketing efforts.Islam Salem (Egypt), Mohamed Nabil (Egypt), Hossam Shehata (Egypt) Linking consumer characteristics to word-of-mouth-related behaviors and referral intentions in restaurants

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Section: Importance Of Word Of Mouth Referralsmentioning

confidence: 54%

Section: Comparing Wom With Other Mediamentioning

confidence: 99%

Linking consumer characteristics to word-of-mouth-related behaviors and referral intentions in restaurants

Salem

Nabil

Shehata

2017

Tourism and Travelling

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“…in the field of product planning and development, WOM can play an important role in the purchase process because the product idea is not yet established in the minds of consumers, therefore, they require information to decide whether to make a purchase. thus, the WOM is an informal communication channel between customers and consumers making a purchasing decision (Basri et al, 2016;lim and Chung, 2011). According to Foroudi et al (2018), consumers with a high motivation to process information are willing to accept recommendations and switch from declared attribute preferences, but they only choose optimal products.…”

Section: An Overview Of Wom In Online Communitiesmentioning

confidence: 99%

A dynamic analysis of the effects of word-of-mouth on online brand communities

Herrera

León

Vargas-Ortiz

2018

SUMNEG

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El aumento de las comunidades de marcas es un aspecto importante que afecta el proceso de compra de los consumidores en línea. Este artículo tiene como objetivo evaluar los efectos del boca a boca (WOM, por sus siglas en inglés) en las comunidades de marcas en línea de la industria de alimentos en Colombia. El artículo presenta un modelo de simulación del proceso de compra que permite comprender la estrategia de marketing viral y responder al interrogante: ¿Cuál es el papel de WOM en las comunidades de marcas en línea y su dinámica en el consumo de alimentos? El modelo muestra el cambio de los estados de los consumidores y permite comprender el comportamiento en el tiempo del desarrollo de la marca, el WOM, los efectos virales en el mercado y el análisis de la penetración en el mercado o la adopción de una compleja estructura de servicio en ciclo cerrado. Estos hallazgos se pueden utilizar para determinar la política de comercialización adecuada que podría adoptarse para el agro negocio.

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“…The moderating effect of the restaurant excellence certificate between the number of reviews and restaurant performance were found to be significant. Basri et al (2015) identified the relationship between attributes of WOM towards purchase decision in Malay upscale restaurants in Klang Valley. The results indicated that physical environment quality had impact on the word of mouth (WOM).…”

Section: Restaurant Selection Criteriamentioning

confidence: 99%

Selection criteria of customers of Chinese restaurants and their dining habits

Sudhagar¹,

Rajendran

2017

IJKMTH

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Abstract:The present study investigates the selection criteria used by restaurant customers in India while choosing Chinese restaurant for dining and also to understand their contemporary dining habits. Structured questionnaire was used to collect the data from the respondents. Respondents were selected using the convenience sampling approach. The study used descriptive statistics and exploratory factor analysis to interpret the data. The results of the study would assist the Chinese restaurant marketers to understand the important restaurant attributesfrom the customer's perspective. It would also help to formulate required marketing and operational strategies incorporating food quality, service quality, customer relationship practices and promotional offers, so that the restaurant can stay competitive in the market by better meeting the needs and expectations of the customers. This study was an attempt to examine the Chinese restaurant consumer behaviour in the Indian context, particularly from the Chennai City. The research also provided vital information and insights for the researchers, academicians and the practitioners in the restaurant industry.

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Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant

Cited by 51 publications

References 19 publications

Linking consumer characteristics to word-of-mouth-related behaviors and referral intentions in restaurants

Linking consumer characteristics to word-of-mouth-related behaviors and referral intentions in restaurants

A dynamic analysis of the effects of word-of-mouth on online brand communities

Selection criteria of customers of Chinese restaurants and their dining habits

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