Restaurateurs often assume that customers' online reviews of their dining experiences are a reflection of their dining preferences. This study finds this assumption not to be true. Online written reviews do not explain diners’ preferred dining experiences. In this study post-experience reactions captured in reviews are shown to be contextually different to established dining preferences. Results show online reviews to be most important in facilitating customer dining expectations, but not influencing customers’ preferences in dining experiences. Evidence gathered during the secondary research shows that in general, social media has become the great marketing equaliser in commerce. In the dining industry, restaurants cannot solely rely on traditional media in the initial attraction and retention of dining customers. Continuous interaction between the business and customers is increasingly necessary for restaurateurs to remain competitive and in-touch with customers’ needs. This study concentrates its research area on the post-experience evaluation phase as found on review websites, like TripAdvisor. TripAdvisor has especially become a popular means to perpetuate word-of-mouth opinions of dining experiences among prospective customers. Research shows clear evidence of the importance of other's online opinions in the consumer decision-making process. The main variables of the study, namely customer experiences, restaurant dining and social media, are theoretically explored within the disciplines of service management and customer behaviour. These theories have laid a sound foundation for the subsequent research methods followed. The main purpose of the study was using social media reviews from TripAdvisor to investigate dining experiences in the restaurant industry. The outcomes desired were: firstly to advise the restaurant industry about superior customer practices, secondly emphasising the importance for industry of social media use in the dining experience, and thirdly rendering clarification on the experience perceptions of customers about factors that might lead to ‘delight’ and ‘frustration’. This research centralises the constructs of delight and frustration factors, which are typically extremely emotional dining experiences for the customer, that have the common element of surprise. Methodologically, the research required two phases: firstly, the qualitative analysis of online user-generated content by content analysis. The global sample consisted of seven international cities, which included the best, worst and average-rated TripAdvisor restaurant reviews. The content analysis produced the theoretical base for the dining perception variables used in the empirical survey. In the second phase of the study, the global surveys administered resulted in measuring the general public’s perceptions of the delight and frustration factors of dining experiences. Subsequently, the research process required various quantitative data analyses to reach substantial results with inferences. The results and interpreted findings achieved were twofold: Firstly, from the content analysis: customers regard service quality as relatively unimportant in relation to the holistic dining experience. Customers regarded food and beverage quality as crucial in the dining experience. Value for money increasingly becomes an issue as customers become more frustrated, more so than when the dining was generally experienced as pleasant. Secondly, from the empirical data: mood and aesthetics are essential, especially when diners chose between their favourite restaurants. Further results show managing the service basics for restaurants is essential; this included welcoming, professional, attentive and friendly service. Service consistency has also proven to be imperative in customers’ perceptions. Results further show that different nationalities could perceive food quality and service reliability differently. In addition, men and women could perceive food quality, mood and aesthetics, and value for money differently. This study recommends various findings to the restaurant industry: most importantly that the post-experience reviews are contextually different to customers’ dining preferences. The factor determining the reputation of a restaurant is food quality and not so much service quality. Value for money should be associated with a specific service or product feature for it to be of meaningful consequence to the restaurateur.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:9349 |
| Creators | Van Achterbergh, Leon |
| Contributors | Struwig, Miemie |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, PhD |
| Format | 312 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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