Triggers to Word of Mouth and Revisit Intention to Chinese Food Restaurant

Abstract

The purpose of this study is to probe the differences between the main triggers to revisit intention (RI) and word of mouth (WOM) intention of the Chinese Restaurants´ consumers. The research method is quantitative; 525 consumers were surveyed in Tijuana. Ten indicators of the consumer behavioural intention were included to carried out multiple linear regressions. It was found that empathy, food taste and physical environment are related to both, but with different levels of importance and effect. Nevertheless, price ratio, and time to receive the food have a statistically relationship with RI and food aroma and time to receive the restaurant bill are significant just to the WOM.