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The Impact of Word of Mouth on Customer Perceived Value for the Malaysian Restaurant Industry KCI 등재
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/349196
Purpose - The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry.
Research Design, Data, and Methodology – The research follows causal / explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22.
Results – The statistical analysis revealed that independent variable ‘manner of delivery’ significantly and positively impacts c ustomer perceived value for restaurants in Malaysia.
Conclusions – To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns’ ‘manner of delivery’ by making them passionate, exciting and with high emotional appeal.
1.1. Background
1.2. Significance
1.3. Problem Statement
1.4. Research Questions
2. Literature Review
2.1. Discussion on Previous Frameworks
2.2. Discussion on Concept of Word of Mouth
2.3. Conceptual framework
3. Research Methodology
4. Results
4.1. Descriptive analysis of participant profile
4.2. Descriptive analysis of the responses
4.3. Sample Adequacy & Normality Test
4.4. Hypothesis Statements
4.5. Decision criteria
4.6. Multiple Regression Analysis
4.7. Regression Equation
4.8. Discussion on regression analysis
5. Findings
6. Conclusions
References
