DECODING THE EFFECT OF RESTAURANT REVIEWS ON CUSTOMER CHOICE: INSIGHTS FROM ZOMATO

ABSTRACT

The modern consumer looks at visiting restaurants as a much broader experience than just consuming food. They are aware and carefully form their decisions based on available information. Therefore, foodservice businesses should also ensure that they are being promoted positively among their peers to continue gaining profits in the long run. This study aims to explore and understand the impact of online reviews and the nature of reviews on consumer’s purchase intention on the platform of Zomato. The research uses a mixed-method approach using Sequential Explanatory Research design. In the quantitative segment, data from 208 participants were collected through a survey. In the qualitative segment, three Focus Group Discussions were conducted to gain a critical understanding of the constructs identified in the proposed framework. The results confirm that online reviews and star ratings available on Zomato significantly impact the willingness to purchase. However, the research established moderators as choice indicators that entail information seeking, risk reduction, seeking approval to visit a restaurant, reassurance to visit a restaurant, and indulging in its services. Together as choice indicators, these variables significantly moderate the perception of the reviews, thus generating purchase augmenting business. The variables are well supported as moderating variables in the findings of the study using a mixed-method approach. This research recognized and authenticated these variables considered in the study as an auxiliary variable that affects consumers’ willingness to pay for particular services, mainly food services.

KEYWORDS:

• Online reviews
• nature of reviews
• consumer purchase intention
• willingness to pay

Data availability statement

The data that support the findings of this study are available on request from the corresponding author. However, the data are not publicly available due to [restrictions, e.g., containing information that could compromise research participants]. https://drive.google.com/drive/search?q=owner:vaishnavi.vajjhala21%40simc.edu; https://docs.google.com/spreadsheets/d/1WucoaA8MOzmXM6W_IZAYcewQknJNFMJM/edit#gid=1649291873

Declaration of Conflicting Interests

The authors declared no potential conflicts of interest concerning the research, authorship and publication of this article.

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

The authors received no financial support for the research, authorship and publication of this article.