What drives word‐of‐mouth in restaurants?

Pedro Longart

92 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media Culinary Culture and Tourism

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.

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References

2008A multi-stage model of word-of-mouth influence through viral marketing 1999Customer satisfaction and its measurement in hospitality enterprises 1993The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions 2005Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea 1999Word‐of‐mouth communication in the service marketplace 2002The effects of incentives, deal proneness, satisfaction and tie strength on word‐of‐mouth behaviour 1999Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage 2007Unleashing the Power of Word of Mouth: Creating Brand Advocacy to Drive Growth

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2013Bittersweet! Understanding and Managing Electronic Word of Mouth 2017Comparing face-to-face and electronic word-of-mouth in destination image formation 2013The vital components of restaurant quality that affect guest satisfaction 2016The Impact of Restaurants’ Green Supply Chain Practices on Firm Performance 2017Dual pillars of hotel restaurant food quality satisfaction and brand loyalty

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