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The Impact of Product Innovation and E-Wom towards Customer Intimacy: a Study of Restaurant X

Rapid development in the digital era leads to the increasing popularity in electronic communication and information sharing. Electronic word of mouth or usually called E-WOM is one of the results from this massive trend. Electronic word of mouth spreads quickly nowadays through several online platforms such as social media plays an important role for customers. E-WOM that spread will affect customers‚Äö?Ñ?¥ reaction to the respective products and services from the company. the usage of electronic word of mouth as the resource for information is commonly use in lodging industry but as the popularity increasing, the usage is extending to other hospitality industry such as restaurant. Restaurant industry is one of the industries that try to build an intimate relationship with the customers for the sake of the business. the way that usually done is by innovating products that offered to the customers. This research aims to find the relationship between product innovation, electronic word of mouth (E-WOM) and customer intimacy. the main purpose for this research is to look how big the influence between those three variables. Data gathering is done by survey in restaurant X and the data analysis is computed by using statistical software and path analysis. the correlation and influence level between those three variables are positive even the strength influence are varies. the future research can modify model by using other indicators or use current model but examined different industry.

Availability
B01689 (Rack Thesis)Available
Detail Information
Series Title
-
Call Number
1689
Publisher
: Swiss German University.,
Collation
-
Language
English
ISBN/ISSN
-
Classification
NONE
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
HTM
Product innovation
Electronic word of mouth (E-WOM) Customer intimacy
Specific Detail Info
-
Statement of Responsibility
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