| dc.description.abstract | With the development of the Internet, social life has become an important part
in daily life. People not only spread the information directly as usual but also share the
information with each other through social media, which is called electronic word-ofmouth
especially about the aspect of service.
This research was conducted to study about the field of food and beverage,
adapted from the research “Restaurant experiences triggering positive electronic word-ofmouth
(eWOM) motivations” (EunHa Jeong and SooCheong Jang, 2011) to study about
the case of Starbucks Coffee in Ho Chi Minh city to clarify how the restaurant experiences
influence on positive electronic word-of-mouth motivation from customer’s point of view.
The research was accomplished by the data from 252 valid responses, which
were collected in one month and a half within some Starbucks Coffee stores in Ho Chi
Minh city. After five tests of Statistical Package for the Social Science (SPSS), the final
model was developed with 3 independent variables (service quality, product quality and
price) positively influencing on dependent variables (Positive electronic word-of-mouth
motivation).
Keywords: customer experiences, restaurant experiences, word-of-mouth,
electronic word-of-mouth | en_US |
