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Cornell Hospitality Quarterly Study: Restaurant Review Comments Tend to Be Fair and Favorable
Pantelidis, who is a senior lecturer at the London Metropolitan Business School of London Metropolitan University, conducted a content analysis of 2,471 customer comments on the london-eating.co.uk site, an online restaurant guide. His goal was to determine which factors show up most often in consumers' commentaries. He found that "food is king."
"Even though your guests are seeking an experience at your restaurant, it is clear that food is the primary variable that will influence a customer's memory and their behavioral intentions-whether that includes returning or sharing reviews on various internet sites," he wrote. "No matter how good the service or how well priced the menu may be, if the restaurant fails to deliver its primary product, the experience will be tainted and subsequent comments will be negative."
Despite certain notable cases where restaurants have been publicly savaged on the internet, Pantelidis found that favorable comments far outnumbered negative reviews on this site. "The fact that the anonymity of this site does not unleash a negative tsunami and instead allows satisfied customers to give a positive restaurant review is a message of great hope to restaurateurs who might be concerned about such sites," he concluded.
Published by Sage Publications for the Cornell Center for Hospitality Research, the November 2010 Cornell Hospitality Quarterly also explains the development of the sophisticated marketing technique called customer choice modeling, which gives brand managers specific information on what their customers seek in current and new products and services. In addition, the November CQ offers a discussion of changes in marketing communications, notably the eclipse of printed media due to social media, and the issue also presents an analysis of the connection between strategy and performance in Spanish hotels.
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