Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant

Word of mouth (WOM) has been acknowledged as the ultimate driver for a success of a restaurant, and few studies have examined in detail the focus attributes of WOM towards purchase decision. This study focuses on the relationship between attributes of WOM towards purchase decision in Malay upscale restaurants in Klang Valley. The study analyses service quality, food quality, physical environment quality and price as the focus attributes towards decision making of the Malay upscale post purchase. This quantitiative research used self-administered questionnaires of 300 respondents with post experience in the Malay upscale restaurant. A multiple regression analysis was undertaken to analyse the data among the attributes. The results has shown that physical environment quality (p value = 0.000) bring the most impact on the word of mouth (WOM).