Motivaciones, compromiso y adopción del e-WOM en restaurantes

Haro-Sosa, Giovanny Lenin; Velázquez, Beatriz Moliner; Saura, Irene Gil

doi:10.18046/j.estger.2022.162.4510

Cited by 3 publications

(4 citation statements)

References 64 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Several investigations have analysed the behaviour of millennials when booking or contracting various services, such as accommodation, tourist packages, trips, and cultural activities, among others [5]. However, their behaviour relating to restaurants still presents an interesting research opportunity [6,7].…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Haro-Sosa,

Moliner-Velázquez,

Gil-Saura

et al. 2024

JTAER

View full text Add to dashboard Cite

Given the exponential growth of eWOM, especially among the millennial generation, an analysis of the consultation behaviour of online opinions is essential to better understanding the decision-making process. The aim of this proposal is to analyse how the motivations towards eWOM consultation contribute to the final adoption of eWOM, especially in the restaurant context, exploring the relationship chain “motivations to consult eWOM—intention to consult eWOM—adoption to consult eWOM”. Moreover, studying the moderating effect of gender in this chain is argued. Based on a sample of 341 millennials with experience in reading online reviews and visiting restaurants, a causal model was estimated through PLS estimation in the geographic area of Ecuador. The results confirm that millennials’ motivations influence directly their intention to consult eWOM and indirectly on eWOM adoption. In addition, gender does not show a significant effect on the chain of effects. Given that virtual platforms have the potential to influence men and women equally, the communication efforts of restaurants focused on this target audience and carried out on social media must focus on aspects other than gender.

show abstract

Section: Introductionmentioning

confidence: 99%

“…This interaction influences consumer decisions since the information generated is understood as reliable, credible, and of high quality [8]. For this reason, the study of electronic Word-of-Mouth (hereinafter eWOM) has been a prolific field of research over the last decade [7,9,10].…”

Section: Introductionmentioning

confidence: 99%

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Haro-Sosa,

Moliner-Velázquez,

Gil-Saura

et al. 2024

JTAER

View full text Add to dashboard Cite

show abstract

“…In this context, this research focuses on analyzing the motivations that drive Millennials to express themselves on various platforms about their experiences in restaurants. Despite recent studies on EWOM behavior in the restaurant sector [18][19][20][21][22][23], no studies have explored the relationship between different types of motivations toward the diffusion of EWOM and the behavior of sharing experiences through online platforms [24]. Most research in this field has addressed motivations and their moderating effects in isolation.…”

Section: Introductionmentioning

confidence: 99%

Motivations toward Electronic Word-of-Mouth Sending Behavior Regarding Restaurant Experiences in the Millennial Generation

Haro-Sosa,

Moliner-Velázquez,

Gil-Saura

et al. 2024

JTAER

View full text Add to dashboard Cite

A growing body of the literature on the study of online reviews presents interesting research opportunities, especially in services highly frequented by young consumer segments, such as restaurants. In this context, the present study examines the restaurant electronic word-of-mouth (EWOM) behavior of Millennial consumers by addressing both review queries before the purchase decision and writing and sending after the purchase. Based on the theory of reasoned action, a double objective is pursued. On the one hand, the influence of motivations related to extroversion, social benefits, and altruism on EWOM sending behavior is analyzed. On the other hand, the moderating role of EWOM consultation in these relationships is studied. Using a sample of 341 Millennials from Ecuador, a structural model is constructed that confirms the contribution of two types of motivations in sending EWOM: those of extroversion and those of social benefits. The results also reveal the moderating role of EWOM consultation alone in the effects of extraversion and altruism motivations. Managerial implications for restaurants derived from this study include improvements in the design of digital communication strategies tailored to Millennial customers based on their motivations.

show abstract

“…product or service offered by a company, feeling satisfied. Regarding commitmentHaro et al (2022) refers to emotional behaviors that the customer has with respect to a brand of an organization, i.e. it is an important link because the customer feels satisfied towards a brand.…”

mentioning

confidence: 99%

Product Quality and Customer Loyalty: The Case of a Chocolate Production Cooperative, Peru

Espinoza,

Delgado,

Rodriguez

et al. 2023

J. of Law and Sust. Develop.

View full text Add to dashboard Cite

Purpose: The objective was to determine the effect of product quality on customer loyalty in a cooperative that produces chocolate in Peru. Theoretical framework: The combination of information studied in advance by several authors and with the contribution of the findings presented in this work allows maximizing the knowledge of future researchers who decide to study product quality and customer loyalty together. Design/methodology/approach: Grounded theory and non-experimental, descriptive-correlational basic design were considered. In addition, a sample of 53 people was considered, of which three were representatives of the cooperative and 50 were customers of the cooperative; the interview and the survey were considered as techniques. The approach considered was a mixed qualitative-quantitative one. Findings: The qualitative data revealed that the cooperative is interested in improving product quality since it considers the opinion during and after sales, which has allowed it to increase customer loyalty little by little, but it still needs to expand its business since its production is minimal. In the quantitative findings, product quality with customer loyalty (0.842), cognitive loyalty (0.784) and affective loyalty (0.632) maintain a medium to very strong connection since they achieved a Pearson of 0.842. On the other hand, with conative loyalty there is no favorable connection since the sigma was higher than 0.05. Research, Practical & Social implications: The benefits that the studied cooperative can receive is to know the bottlenecks that are generating that they cannot expand their market and get the loyalty of their customers in the established brand. Customer loyalty can be achieved by offering quality products that specify in the labeling the health benefits of chocolate consumption and the ingredients it contains. Originality/value: The peculiarity of this work is that it examines selected cooperative that have not been performed in previous works and tests the soundness of the theories used.

show abstract

Motivaciones, compromiso y adopción del e-WOM en restaurantes

Cited by 3 publications

References 64 publications

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Influence of Electronic Word-Of-Mouth on Restaurant Choice Decisions: Does It Depend on Gender in the Millennial Generation?

Motivations toward Electronic Word-of-Mouth Sending Behavior Regarding Restaurant Experiences in the Millennial Generation

Product Quality and Customer Loyalty: The Case of a Chocolate Production Cooperative, Peru

Contact Info

Product

Resources

About