An Investigation on the Characteristics and Efficacy of Word-of-Mouth Communication within the Context of the Bangladeshi Restaurant Industry

An Investigation on the Characteristics and Efficacy of Word-of-Mouth Communication within the Context of the Bangladeshi Restaurant Industry

SK Muhammad Yeasin

Assistant Professor, Department of Business Administration,

Shanto-Mariam University of Creative Technology

Abstract

Due to the proliferation of restaurants nationwide, the influence of both traditional word-of-mouth and electronic word-of-mouth has become increasingly important in shaping customers' decisions when it comes to choosing a restaurant. Therefore, this research offers valuable insights into the role of word-of-mouth communication within the restaurant industry in Bangladesh. The primary objective of this study was to examine the connection between traditional word-of-mouth and electronic word-of-mouth, along with four critical restaurant factors: service quality, food quality, physical ambiance, and pricing, specifically within the context of the restaurant sector in Bangladesh. The research aimed to explore the substantial connection between restaurant selection and word-of-mouth recommendations. It also uncovered a meaningful link between word-of-mouth and restaurant choices. Furthermore, the study elucidated the noteworthy influence of both positive and negative word-of-mouth feedback on how customers in Bangladesh make their restaurant selections.

Key Words: Word of Mouth, E Word of Mouth, Restaurant, Service Quality, Food Quality, Price, Physical Environment