Electronic meal experience: a content analysis of online restaurant comments

PANTELIDIS, IOANNIS (2010) Electronic meal experience: a content analysis of online restaurant comments Cornell Hospitality Quarterly, 51 (4). pp. 483-491. ISSN 1938-9655

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Abstract

This article presents a content analysis of 2,471 customer comments regarding three hundred London restaurants on an online restaurant guide. Favorable comments far outnumbered negative reviews. The study’s chief purpose was to identify the factors that are most salient in a guest’s evaluation of a restaurant. Although food is established as the king of the meal experience, as found in other studies, the starter is cited as a highly memorable item in many consumers’ comments. A preference structure model emerges suggesting that customers consider food, service, ambience, price, menu, and decor (in that order) when reflecting on their experiences. Contrary to expectations, the model remains relatively constant when tested in times of economic plenty and economic crisis. Depending on how management monitors and responds to them, comments on electronic guides and in social media can destroy a restaurant or help secure the business’s longevity. Restaurant managers who respond successfully to comments in electronic forums can turn an unsatisfied customer to a loyal one. The study provides a comparison of comments made during times of favorable economic conditions and times of economic recession.

Item Type: Journal article
Uncontrolled Keywords: restaurant management; consumer satisfaction; online consumer guides; word of mouth; referrals; social media; Alexa.com; www.london-eating.co.uk
Subjects: N000 Business and Management > N500 Marketing > N570 Hospitality Marketing
N000 Business and Management > N200 Management studies > N250 Hospitality Management
DOI (a stable link to the resource): 10.1177/1938965510378574
Faculties: Faculty of Education and Sport > School of Service Management
Faculty of Education and Sport
Depositing User: Converis
Date Deposited: 07 Apr 2011 14:31
Last Modified: 07 Jan 2013 16:33
URI: http://eprints.brighton.ac.uk/id/eprint/8433

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