The Impact of Word of Mouth on Customer Perceived Value for the Malaysian Restaurant Industry
The East Asian Journal of Business Management, Vol. 6 No. 3 pp. 21-31
11 Pages Posted: 12 Aug 2016 Last revised: 28 Apr 2017
Date Written: June 20, 2016
Purpose: The purpose of this research is to determine the impact of word of mouth on customer perceived value for restaurants in Malaysia. The objectives of this research include determining how word of mouth (WoM) factors - frequency of word of mouth messages, reputation of word of mouth messenger, richness of word of mouth message, dispersion of word of mouth conversations and manner of word of mouth delivery impact customer perceived value in Malaysian restaurant industry.
Research Design, Data, and Methodology: The research follows causal/explanatory research method based on quantitative data. A sample of 150 restaurant customers in Kuala Lumpur, Malaysia was selected using convenience sampling technique. Likert scale questionnaire is used to collect data and data is analysed using regression analysis through SPSS 22.
Results: The statistical analysis revealed that independent variable ‘manner of delivery’ significantly and positively impacts customer perceived value for restaurants in Malaysia.
Conclusions: To build strong positive customer perception, Malaysian restaurants can enhance word of mouth campaigns’ ‘manner of delivery’ by making them passionate, exciting and with high emotional appeal.
Keywords: Word of Mouth, Customer Perceived Value, Malaysian Restaurant Industry
JEL Classification: M310, M390
Suggested Citation: Suggested Citation