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The effect of word of mouth (WOM) communication on restaurant service

Jusoh, Nur Aniza Quantaniah and Jumadin, Maryam Jameelah and Harun, Amran (2017) The effect of word of mouth (WOM) communication on restaurant service. In: Advanced in Marketing Research. Series 1 . Penerbit UTHM, pp. 80-96. ISBN 9789672110736

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Abstract

Economic and marketing studies have long shown that word-of-mouth (WOM) plays an important role in shaping consumer attitudes and behaviours (Buttle, 1998). Briefly define, WOM is the verbal consumer to consumer communication about goods and services or companies. The value of WOM arises as a consequences of its impact on actual and potential buyers. The verbal communication through WOM can be either positive or negative (Ennew, Banerjee & Li, 2000) and can influence people in positive or negative ways. A positive comment from satisfied customers can increase purchases whilst a negative comment from dissatisfied customers will decrease purchases. It is a powerful persuasive force, particularly in the diffusion of information about new product (Dean & Lang, 2008). It was also found that the publicity from the usage of WOM is seven times more effective than advertising in newspapers and magazines, four times more effective than personal sales and twice more effective than radio advertising in influencing consumers to switch brands.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5549-5549.5 Personnel management. Employment management
Divisions: Faculty of Technology Management and Business > Department of Business Management
Depositing User: Mr. Mohammad Shaifulrip Ithnin
Date Deposited: 23 Jun 2019 07:01
Last Modified: 23 Jun 2019 07:01
URI: http://eprints.uthm.edu.my/id/eprint/11261
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