What drives word‐of‐mouth in restaurants?

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.

Citation

Longart, P. (2010), "What drives word‐of‐mouth in restaurants?", International Journal of Contemporary Hospitality Management, Vol. 22 No. 1, pp. 121-128. https://doi.org/10.1108/09596111011013516