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FACTORS EFFECTING POSITIVE AND NEGATIVE WORD OF MOUTH IN RESTAURANT INDUSTRY: A STUDY OF MIDSUMMER HOUSE, UK

CWA 500 Words, CWB 2500 Words.

Table of Contents

1.1 Rationale of study

1.2 Research Aim

1.3 Research objectives

1.4 Research questions

1.5 Research hypothesis

2.1 Word of Mouth

2.2 The necessary of WOM in restaurant

2.3 Causes of WOM

2.4 Factors that impact on the positive and negative WOM

  1. Research Methodology

3.1 Type of investigation

3.2 Data collection method

3.3       Sampling method

3.4       Accessibility issues

3.5       Ethical issues

  1. Anticipated findings

Conclusion

Reference

 

  1. Introduction

 

The Restaurant industry is providing service focusing on consumers. For this reason the word of mouth of the service providers is very important for consumer’s decisions and satisfactions and behaviour.  Word of mouth is referred the consumers informal advice. The replacements of 50% service are identified in this way. The PWOM (Positive Word of Mouth) is like – brand choice encouragement and the NWOM (Negative Word of Mouth) is brand choice discouragement.  In case of restaurant industry the PWOM and NWOM is affect the brand purchase decisions and adaptation of new brand. Our main focus on this research is to identify the effect of WOM in restaurant industry.

Midsummer House is established in Cambridge, England as a restaurant on the bank of the River Cam and face the problem for location as the river is flooded. Midsummer restaurant is stay in eleven positions around UK in 2005. WOM is very necessary for the Midsummer restaurant because it’s one of the reasons of brand switching. The new consumers are choosing the brand for WOM and some groups are more WOM responsive. In this research we try to highlight the WOM effect of midsummer consumers/.

 

1.1 Rationale of study

 

Today WOM is very crucial part for the restaurant industry because the negative information of the service discourages consumers to consume the products. In the service industry the service providers directly communicate with the consumers. For this reason this study is helping them to understand the important of WOM and try to achieve the PWOM by providing the higher quality service as well as good behaviour. This research is helping to understand the factors that effect on WOM in restaurant industry.

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