The Influence of word-of-mouth communication on consumers' purchasing decision on restaurant service - A case study of Kobe teppanyaki restaurant in Ho Chi Minh city

Abstract

This study is conducted to analyze the influences of word-of-mouth communication on consumers' purchasing decision on restaurant service and a case study of Kobe Teppanyaki Restaurant in Ho Chi Minh City. Only one model was developed in this study to see the relationship among variables more clearly. The research has been conducted from the starting of January, 2013 to the end of May, 2013 in Ho Chi Minh City. The purpose of this study was to realize the process consumers undertake to seek out, listen and engage in Word of Mouth (WOM) Communication when making service purchase decisions. Hence, the focus was on susceptibility to influence, self-confidence, need for cognition, perceived risk and perceived expertise impact consumers’ purchasing decision. There are 200 valid answers from customers at Kobe Teppanyaki Restaurant in Ho Chi Minh City. Participants will be over 18 years of age and were chosen using convenience sampling methodology. Moreover, any gender will be encouraged to complete the survey. Answers were analyzed by IBM SPSS Statistics version 20 software and the results presented that there were strong influence of Word of Mouth Communication on consumers’ purchasing decision. These results suggested the clear Word of Mouth strategy for Kobe Teppanyaki Restaurant and marketers in the field of restaurant service. Despite this study has some limitations, the last part in this research proposed some suggestions and implications for further research explore the concept of word of finger and its influence on the traditional concept of WOM communication to improve the thoughtful of factors impacting the consumers' purchasing decision to have the stronger strategy for the marketing mission.