Journal
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM
Volume 14, Issue 1, Pages 24-48Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/1528008X.2013.749381
Keywords
event group and non-event group; negative eWOM; prior eWOM experience restaurant customer
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A growing body of hospitality literature has examined eWOM (electronic word-of-mouth), but there has been a lack of empirical studies employing a comparative approach in a restaurant setting regarding negative eWOM. This study examined the antecedents of negative eWOM intention from customers who visit a restaurant for a variety of different primary purposes. The conceptual model investigated the factors that affect negative eWOM intention and any differences that may exist between event and non-event groups. Findings from a cross-sectional sample of 482 consumers showed that prior eWOM experience and preference for e-mail communication exerted a direct influence on negative eWOM intention for both groups.
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