The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof

The presence of a large number of food service organizations in Malaysia has resulted in tough competition. Data suggest increased market competition, thereby encouraging casual dining restaurants to invest in establishing personal relationships with customers through word of mouth. There has been f...

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Main Authors:	Jamil, Nur Nasliza, Mohd Yusof, Siti Zafirah
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/99720/1/99720.pdf
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id	my-uitm-ir.99720
record_format	uketd_dc
spelling	my-uitm-ir.997202024-08-04T14:00:46Z The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof 2021 Jamil, Nur Nasliza Mohd Yusof, Siti Zafirah Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling The presence of a large number of food service organizations in Malaysia has resulted in tough competition. Data suggest increased market competition, thereby encouraging casual dining restaurants to invest in establishing personal relationships with customers through word of mouth. There has been few attempt to define the important WOM on consumer purchase decision. This conceptual study thus aims to study the impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia. This research was designed to specifically explore four focus attributes representing service quality, food quality, physical environment and price fairness. The restaurateurs must have a deep understanding of the customers' desires, expectations and perceptions in order to attract and maintain the customers. This paper is using review analysis based on previous articles that has been done by other researchers. Literature review was conducted to gather all information about WOM affecting consumer purchase decision. The result found out that consumers have a positive perception towards all four attributes. The research findings can help those who are looking for zero cost marketing strategy. Restaurant operators will be able to identify the factors that significantly contribute to consumer purchase decisions and use the recommendations from this research for further improvement. 2021 Thesis https://ir.uitm.edu.my/id/eprint/99720/ https://ir.uitm.edu.my/id/eprint/99720/1/99720.pdf text en public degree Universiti Teknologi MARA, Terengganu Faculty Of Hotel & Tourism Management Mohamed@ Naba, Mohaini
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohamed@ Naba, Mohaini
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Jamil, Nur Nasliza Mohd Yusof, Siti Zafirah The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
description	The presence of a large number of food service organizations in Malaysia has resulted in tough competition. Data suggest increased market competition, thereby encouraging casual dining restaurants to invest in establishing personal relationships with customers through word of mouth. There has been few attempt to define the important WOM on consumer purchase decision. This conceptual study thus aims to study the impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia. This research was designed to specifically explore four focus attributes representing service quality, food quality, physical environment and price fairness. The restaurateurs must have a deep understanding of the customers' desires, expectations and perceptions in order to attract and maintain the customers. This paper is using review analysis based on previous articles that has been done by other researchers. Literature review was conducted to gather all information about WOM affecting consumer purchase decision. The result found out that consumers have a positive perception towards all four attributes. The research findings can help those who are looking for zero cost marketing strategy. Restaurant operators will be able to identify the factors that significantly contribute to consumer purchase decisions and use the recommendations from this research for further improvement.
format	Thesis
qualification_level	Bachelor degree
author	Jamil, Nur Nasliza Mohd Yusof, Siti Zafirah
author_facet	Jamil, Nur Nasliza Mohd Yusof, Siti Zafirah
author_sort	Jamil, Nur Nasliza
title	The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
title_short	The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
title_full	The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
title_fullStr	The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
title_full_unstemmed	The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof
title_sort	impact of word of mouth on consumer purchase decision for casual dining restaurant in malaysia / nur nasliza jamil and siti zafirah mohd yusof
granting_institution	Universiti Teknologi MARA, Terengganu
granting_department	Faculty Of Hotel & Tourism Management
publishDate	2021
url	https://ir.uitm.edu.my/id/eprint/99720/1/99720.pdf
_version_	1811769022989991936

The impact of word of mouth on consumer purchase decision for casual dining restaurant in Malaysia / Nur Nasliza Jamil and Siti Zafirah Mohd Yusof

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