A Study of Danish Restaurant Visitors Negative eWOM Behaviour

Britt Riise Kristiansen

Student thesis: Master thesis


The purpose of this thesis is to investigate the influence of restaurant guests motives for negative eWOM, when it comes to choice of online communication channels to express themselves, and the subsequent receptiveness to feedback from restaurants, measured in the consumer's desire for feedback. The study design is an empirical study, which based on theoretical research, will develop a theoretical framework. The theoretical framework based on Uses and Gratifications theory (Blumler and Katz 1974), is used to grasp and measure the correlation between restaurant guest’s negative eWOM motives, channel choice and receptiveness to feedback. The empirical study consists of a quantitative study, based on a survey with 75 respondents.
Results from the study indicate that restaurant guests negative eWOM motives have influence on where one chooses to express one’s dissatisfaction. Thus a restaurant guest who’s motivated by: ‘helping other consumers’, select a customer review website to express themselves at, a restaurant guest who’s motive is to:’venting negative feelings’, will choose a social networking site, while a restaurant guest who is motivated by:’help the restaurant’ will choose the restaurant's own website. The study further shows that motives:’help the restaurant’ and: ‘receive compensation’, seem to have a significant positive correlation with restaurant guests desire for feedback, but there is nothing to suggest that the desire for feedback, has an impact on the restaurant guests satisfaction, if the restaurant actually provides feedback. The vast majority of the respondents' general attitude towards the restaurant had improved after they had received a reply from the restaurant, which may indicate that it is better to give feedback on negative eWOM, than let be, provided taking into account the situation and contents of the guest message. The results also indicate that the restaurant's own website is an obvious choice to exercise customer care for the restaurant guests who want communication with the restaurant, and that this channel should be used in relation to restaurants eWOM management strategy. Since the restaurant guests are willing to ‘help the restaurant’ using the restaurant’s own website, and thereby provide input directly to the restaurant, it may be useful information in relation to improvements. A social networking site on the other hand, where disgruntled restaurant guests express their negative feelings can be used to gain insight into how consumers perceive the restaurant.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2017
Number of pages165