Managing Word-Of-Mouth Communication In Michelin Starred Restaurants In The Netherlands  

Oleh:

Gehrels, Sjoerd A. ; Kristanto, Stephanie ; Eringa, Klaes

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: Jurnal Manajemen Perhotelan vol. 2 no. 2 (Sep. 2006), page 47-56.
Topik: word-of-mouth; promotion; restaurant
Fulltext: HOT06020201.pdf (226.78KB)

Isi artikel

This research attempts to investigate the effectiveness of word-of-mouth in the Michelin starred restaurants in the Netherlands. The research examined the management perspective of the restaurant owner’s word-of-mouth communication. This study started with an explorative investigation and a pilot study, which aimed to discover the indications that encourage word-of-mouth. The indicators found were used to develop a conceptual model for the final research project. In the research project two instruments were used: expert interviews and a questionnaire to the restaurant owners. The results show that word-of-mouth is an effective tool in attracting new guests in Michelin starred restaurants. It also discovered that image is strongly related to word-of-mouth, as it influences the expectation by customers formed prior to the visit.

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