Relationship between consumer satisfaction and electronic word of mouth about restaurant experience in Sarawak, Malaysia
Competition in food service industry and the introduction of social media have created a challenge in restaurant industry. This is because restaurant operators need to adapt to the new trend of electronic communication technology which may give great impact to their companies. The purpose of this...
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/78375/1/FSPM%202016%2013%20-%20ir.pdf http://psasir.upm.edu.my/id/eprint/78375/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Universiti Putra Malaysia |
| Language: | English |
| Summary: | Competition in food service industry and the introduction of social media have
created a challenge in restaurant industry. This is because restaurant operators
need to adapt to the new trend of electronic communication technology which
may give great impact to their companies. The purpose of this study is to identify
the determinant factors of customer satisfaction which may direct or indirectly
affect customer return intention and involvement of electronic word of mouth
(eWOM) through social media. This study is conducted in Sarawak, Malaysia
where its occupants are mainly consisting of Chinese, Malay and Iban
population. Convenient sampling method is utilized in collecting the samples and
regression analysis is utilized to analyze the data and hypothesized both
independent and dependent variables.
The results of the analysis revealed that there is a significant relationship
between restaurant experiences towards customer satisfaction, return intention
and eWOM respectively. It is proved that eWOM is significantly related to
customer satisfaction and return intention. This means that the utilization of
eWOM would most likely assist the restaurant operators in their business.
eWOM as the new trend of communication is the main contribution of this study
because it has been proven that eWOM is related to customer satisfaction,
return intention and certain customer experience. Due to that, this study gives
some insights to the practitioners, academicians and policy makers to assist
them in different aspects and prospective fields. |
|---|