The Relationship between Consumer Satisfaction, Internet Word of Mouth and Purchase Intention - The Example of Wang Group Restaurant

• Main Authors: Chu-Ping Lee, 李筑平
• Other Authors: Ru-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/fk4e6f

碩士 === 中原大學 === 企業管理研究所 === 99 === Recently, Word of Mouth (WOM) becomes very popular in marketing, it is not only one of methods in marketing, but also generates a lot of profits for many firms. Wang Group Ruses Word of Mouth in marketing to extend its series brands successfully and cuts down its advertisement cost greatly, thus it can be said that Wang Group Restaurant is one of the successful case as using Word of Mouth in marketing. Therefore, taking Wang Group Restaurant as an example to analyze the customers that have experience in Wang Group restaurant’s series brands before, test if their satisfaction will effect persuade effect of WOM. Then, analyze whether Customer Satisfaction and persuade effect of WOM will influence Purchase Intention. There are three conclusions from this study: 1. Customer Satisfaction in serious brand before indeed can influence persuade effect of WOM which hasn’t consumed in serious brand. 2. Customer Satisfaction in serious brand before also can influence customer’s Purchase Intention which hasn’t consumed in serious brand. 3. Persuade effect of WOM which hasn’t consumed in serious brand cannot influence customer’s Purchase Intention which hasn’t consumed in serious brand in this case. Customer satisfaction is a fact in which can influence Purchase Intention of the series brands. Therefore, when a business want to operate a brand extension successfully through a persuade effect of WOM, it must satisfy their customer first. WOM can only enhance the ratio of awareness on brands hence make this particular brand to be one of the options in customers’ choose, but whether the customers will purchase or not is still depend on their experiences before.