会計とマーケティング

Does Word of Mouth Enthuse Customer Satisfaction? A Casual Dining Restaurant Perspective

Abstract

Nainan Nawaz

Customer satisfaction occurs when a customer's perceived value exceeds the expected value of a service. Word of mouth has been generally observed and investigated after customer satisfaction; however, this research intended to investigate the impact of word of mouth on customer satisfaction. To achieve this objective, a conceptual framework was proposed along with service quality. The survey research was used. The targeted population was the customers of the casual dining restaurants. A sample of 200 was selected, and the data was collected from the customers in the restaurants. For the data analysis, regression analysis was done. The reliability test was run to ensure the instrument's reliability; the validity of the instrument was checked through correlation. Findings showed word of mouth's impact in making customers satisfied. The study concluded with related implications and design guidelines to enhance customer satisfaction through word of mouth and service quality. That will help the management of casual dining restaurants to improve customer satisfaction by providing them good service quality and creating word of mouth.