Restaurant Experiences Triggering Positive Electronic Word-Of-Mouth (Ewom) Motivasions In Yogyakarta
SUSANTO, DIO ALANN CHRISTIAN (Adv.: Bayu Sutikno, M.S.M.,Ph.D.), Bayu Sutikno, M.S.M.,Ph.D.
Penelitian ini menguji secara empiris pengalaman restoran yang memicu kepuasan pelanggan untuk terlibat dalam electronic word-of-mouth (eWOM) yang positif, di mana kualitas pelayanan restoran (kualitas makanan, kualitas layanan, atmosfer, dan keadilan harga) merupakan pemicu kepuasan pelanggan yang akan menjadi anteseden komunikasi eWOM. Hasil penelitian ini menunjukkan bahwa (1) kualitas makanan di restoran positif mempengaruhi pelanggan untuk memicu kepuasan pelanggan (2) pengalaman restoran dengan layanan karyawan tidak memicu kepuasan pelanggan; (3) suasana di restoran tidak menimbulkan kepuasan pelanggan; (4) keadilan harga di restoran memicu kepuasan pelanggan; dan (5) kepuasan pelanggan yang dihasilkan dari pengalaman restoran tidak memotivasi pelanggan untuk melakukan komunikasi eWOM yang positif. Selain itu, penelitian ini menyelidiki intensitas pelanggan mengunjungi restoran, jenis media eWOM digunakan, dan isi dari pengalaman pelanggan di industri restoran untuk meningkatkan implikasi praktis dari penelitian tentang pemasaran secara online. Diskusi lebih lanjut dan implikasi disediakan dalam teks.
This study empirically examined which restaurant experiences trigger customer satisfaction to engage in positive electronic word-of-mouth (eWOM), where the quality of restaurant service (food quality, service quality, atmosphere, and price fairness) is the trigger of customer satisfaction which will be the antecedent of eWOM communication. The results of this study suggest that (1) restaurants food quality positively influences customers to trigger customer satisfaction (2) restaurant experiences with service employees does not trigger customer satisfaction; (3) an atmosphere in restaurants does not elicit positive customer satisfaction; (4) price fairness in restaurants drives customer satisfaction; and (5) customer satisfaction resulted from restaurant experience does motivate customer to do positive eWOM communication. Additionally, this study investigated the intensity of customer visiting the restaurant, types of eWOM media used, and the content of the experience spread among customer in the restaurant industry to enhance the practical implications of the study regarding online marketing. Further discussion and implications are provided in the text.
Kata Kunci : Electronic word-of-mouth (eWOM), eWOM motivations, restaurant experiences, customer satisfaction.
