Muhammad Muzamil
Sukkur Institute of Business Administration,
Pakistan
Research Article
Impact of Different Factors in Creation of Word of Mouth at Hospitality Industry
Author(s): Muhammad Muzamil, Abdul Qadeer, Priya Makhija and Agha JahanzebMuhammad Muzamil, Abdul Qadeer, Priya Makhija and Agha Jahanzeb
Few empirical studies have been conducted to explore what motivates and demotivates customers to engage in word of mouth (WOM) activities in the restaurant industry. This research paper inspects the connection between different attributes of hospitality industry which lead to the creation of word of mouth. A self-administered questionnaire was used to collect. 200 respondents from one of the leading and famous university of Pakistan is used as a sample to study on. To test the proposed model, we use structural equation modelling. The research ended with two major findings. First, food quality and service quality have great impact on creation of WOM. Second, price and atmosphere does not have any impact in creation of word of mouth. .. View More»
