Effects of word-of-mouth communication on purchasing decisions in restaurants : a path analytical study / Nur Fadilla Halim

• Main Author: Halim, Nur Fadilla
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Success in business. Performance; Branding (Marketing); Marketing research. Marketing research companies. Sales forecasting; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/71969/1/71969.pdf; https://ir.uitm.edu.my/id/eprint/71969/

This study examined a word-of-mouth communication structure in the restaurant where main variables of the word-of-mouth process on purchasing decisions were recognized and their connections were investigated in a restaurant setting. Therefore, a restaurant word-of-mouth model was suggested. Objectiv...