The Impact of Restaurant Reviews on Customer Decisions

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  • Topic: Michelin Guide, Michelin, Zagat Survey
  • Pages : 7 (1702 words )
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  • Published : April 18, 2013
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The Impact of Restaurant Reviews on Customer Decisions

Table of contents

1.|LITERATURE REVIEW ........................................................................................|3| |1.1.|Restaurant Review Systems Context ...........................................................|3| |1.2.|Overview of Themes .....................................................................................|4| |1.3.|Peer Vs.Expert Reviews Constraints ............................................................|4| |1.4.|Impact on Customer Behaviour .....................................................................|5| |1.5.|Consumer Information Utilization..................................................................|6| 2.|CONCLUSION ......................................................................................................|9| 3.|REFERENCE LIST .............................................................................................|10|

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1. LITERATURE REVIEW

1.1.Restaurant Review Systems Context

As of January 2013 Yelp recorded 100 million visits on Yelp.com not including the 9.4 million unique users of its mobile application, ranking Yelp the 34th most trafficked website in the US. (Wilhelm, 2013). In addition, The Zagat New York guide sold 500,000 copies last year and it now includes 2,050 restaurants from all five boroughs in its 2013 edition. (Talmadge, 2008 ) Ultimately, The Guide Rouge sells around 1.2 million copies per year in eight countries, and it impressively sold out 120,000 copies in no more than three days, on its first Tokyo 2008 edition (Michelin, 2011).

Davis (2009) synthesizes “Restaurant reviews which, in addition to recording eating experiences, educate and inform us about how to culturally contextualize, judge, and compare eating experiences in both explicit and implicit ways, how to expand our vocabulary and fill up the bank, reviews are an important locus of meaning in the realm of food.” Coherently, gourmets argue that with the absence of writing, food is merely confined to its biological purpose and economic standing. Recording the dining experiences, avoids the quotidian encapsulation and impulses food discourse into the realm of intellectual pursuit. (Davis, 2009 , pp. 13-16)

Food, being a vital necessity of human nature, has developed in the last centuries as not only a survival instinct, but a desire that can drive customers to a satisfactory and rewarding emotional experience. (Berridge, 2001 , pp. 234-242) Hence, the advancing phenomenon of eating out and the fast growing pace of the Gastronomic industry, has gained uncountable followers. (Upadhyay, Singh, & Thomas, 2007)

The purpose of this study is to explore the influence of restaurant reviews upon consumer selecting criteria. Examine the information quality, and source credibility of restaurant review systems and their influence on consumer’s utilization.

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1.2.Overview of the themes

Technological advances have brought the ease of accessibility to immeasurable information. Restaurant reviews systems are widely spread, due to the fact that consumers are willing to refer to either expert or peer created reviews before a culinary venture, to avoid potential risk or uncertainty over food/service quality. (Choi & Ok). In contrast, Bouton and Kirchsteiger (2001), elaborate on the theory that the existence of favourable rankings might affect consumers by increasing the market power of firms, leading to inflating flexible prices and therefore lowering customers’ solvency power. (Bouton & Kirchsteiger, 2011)

1.3 Peer vs. Expert Opinion Constraints

Luca (2011) discusses the criticisms on the reliability of the information obtained from both expert and en masse review systems. Constraints...
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