Impact of Facebook on Consumers Satisfaction and Word of Mouth : A case of Restaurants of Islamabad

Abstract

Purpose– The purpose of this paper is to highlight how the use of Facebook in the restaurant industry is impacting the users satisfaction and how much successful it is in creating word of mouth. Aim is to explore whether Facebook is good enough to drive consumer to any restaurant (Consumer Selection) and how these features of Facebook is affecting the overall Satisfaction a consumer gets from a restaurant page, and how much successful Facebook is developing the word of mouth about any restaurant. Design/methodology/approach– This is a descriptive and empirical study employing the correlation and regression analysis. Findings –Facebook usage in restaurant industry via different restaurant pages suggests that the approach of using Facebook as a tool to drive user satisfaction and creation of word of mouth is good. Besides some variables contributes lesser than others like, Facebook Likes. Research limitations/implications– On the basis of these study restaurants can actually target their consumers on Facebook with right features to drive satisfaction and create word of mouth for their restaurants. Originality/value- this study advances the knowledge of Facebook and is beneficial to the professionals of restaurants and hospitality industry.