ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
IMPACT OF ELECTRONIC WORD OF MOUTH IN FAST FOOD RESTAURANTS
Rohan Verma
Affiliations:
Research Scholar, Lal Bahadur Shastri College
Abstract:
India's fast-food industry has evolved with the changing lifestyles of young Indians. Fast food and eating out are increasing dramatically in India. The advent of the technological economy and the adoption of modern life in India is fast contributing to this growth. According to CRISIL, foreign brands have grabbed 63% share of the India QSR market since McDonald`s opened its first Indian outlet in 1996. Fast food is predicted to grow by a value CAGR of 8% at constant 2015 prices during the forecast period. This is expected to be driven by a younger population. E-word of mouth in the fast-food industry can be defined as the electronic dissemination of information, opinions, and recommendations about fast food establishments through online platforms such as social media, review websites, and blogs. the impact of eword of mouth on the fast-food industry is undeniable. Through the proliferation of social media platforms, customers now have the power to shape public perception with their reviews and recommendations. The crucial aspect for fast food companies to effectively utilize E-word of mouth for business growth is to actively engage with customers on various digital platforms. Companies should respond promptly to customer feedback, whether positive or negative, to foster trust and loyalty among consumers. Utilizing social media channels to showcase new menu items, promotions, and interactive content can also generate buzz and increase online engagement. Encouraging satisfied customers to share their experiences on social media by offering incentives or rewards can help spread positive word-of-mouth and attract new customers.
Keywords:
Social Media, EWOM, Fast food, Consumer Purchase
Publishing Chronology:
Received - 6/5/2024
Revised - 20/5/2024
Accepted - 21/7/2024
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