The impact of food quality, perceived value and tipping Behavior on word of mouth recommendation: a case of Restaurant industry of Pakistan

Abstract

This study examines the emerging role of tipping behavior in the restaurant industry of Pakistan: A case of twin cities. The major focus to conduct this research was to understand what’s the importance of tipping in spreading a word of mouth (WOM) recommendation. In this study, WOM reflected by: food quality, ambience, service convenience, server quality, perceived value, tipping size, which means that six independent and one dependent variable used in this study. Data was collected by using an online survey form developed on Google forms. The target population was the restaurant users of twin cities of Pakistan and the valid sample size was consists of 307 respondents. Data analysis conducted by using a tool SPSS v.23 which include reliability tests through Cronbach’s alpha, measurement of central tendencies, correlation, multi collinearity test and analysis and regression analysis. Results shows that food quality and perceived value have a positive and significant impact on WOM recommendations while ambience, service convenience, server quality and tipping size have an insignificant relationship with WOM recommendations. The results of the study are briefly discussed & implications for restaurant owners, policy makers and marketing managers, restaurant users and researchers are made.