Investigating Antecedents of Word of Mouth Intentions and Behaviors in Restaurant Industry

Abstract

Word of Mouth (WOM) Communication is considered to be an effective interpersonal newlinemeans for sharing the feelings towards product/service/company to fellow consumers. In spite of newlinebeing informal in nature, this advertising practice is regarded as a dependable source of newlinecommunication and also it assists in customers decision making process. Restaurant Industry is one newlineof the flourishing sectors giving considerable returns to the Indian Economy. Many academic studies newlinehave looked at the effectiveness of traditional Word of Mouth behaviour in generating newlineloyalty/disloyalty towards restaurants. However, we felt there was a need for an extensive study that newlineexamines antecedents/factors that drive consumers to spread positive/negative WOM for the newlinerestaurants. The literature analysis of this study will provide important implications for further newlineresearch and practice. newlineThis research focuses on the factors which lead to spreading WOM amongst consumers. The study newlinealso provides brief insight about the end result of this WOM being spread. As part of the study it was newlineobserved that Taste is a major factor which induces people to talk about product. It is followed by newlineservice quality and ambience. Lot of people use WOM as an important source- before visiting a newlinerestaurant. Further results of the study also indicate that people s decisions to visit or not visit a newlinerestaurant is influenced by these of WOM conversations. newline