Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations

This study empirically examined which restaurant experiences trigger customers to engage in positive electronic word-of-mouth (eWOM), where the quality of restaurant service (food quality, service quality, atmosphere, and price fairness) is the antecedent of eWOM communication. The results of this study suggest that (1) restaurants’ food quality positively influences customers to spread positive eWOM, motivated by their desire to help the restaurant; (2) satisfactory restaurant experiences with service employees triggered positive eWOM, motivated by the need to help the restaurant or to express positive feelings; (3) a superior atmosphere in restaurants elicited positive eWOM motivated by a concern for others; and (4) price fairness in restaurants did not drive restaurant customers toward eWOM. Additionally, this study investigated sources of positive eWOM and types of eWOM media used among opinion leaders in the restaurant industry to enhance the practical implications of the study regarding online marketing. Because of the small number of opinion leaders in the study sample, specifying who the opinion leaders were (the source of eWOM) and the type of eWOM media the opinion leaders used had no effect. Further discussion and implications are provided in the text.

Research highlights▶ This study empirically examined which restaurant experiences trigger customers to engage in positive electronic word of mouth (eWOM). ▶ A positive experience with food influences the motive to help the restaurant. ▶ Satisfactory experiences with restaurant service employees trigger customers’ positive motivation to help the restaurant and to express positive feelings. ▶ Superior ambience and restaurant employee appearance, which represent atmosphere, elicit the positive motivation of concern for others. ▶ Price fairness is not a key driver of positive eWOM.