MANAGING WORD-OF-MOUTH COMMUNICATION IN MICHELIN STARRED RESTAURANTS IN THE NETHERLANDS

Abstract

This research attempts to investigate the effectiveness of word-of-mouth in the Michelin starred restaurants in the Netherlands. The research examined the management perspective of the restaurant owner's word-of-mouth communication. This study started with an explorative investigation and a pilot study, which aimed to discover the indications that encourage word-of-mouth. The indicators found were used to develop a conceptual model for the final research project. In the research project two instruments were used: expert interviews and a questionnaire to the restaurant owners. The results show that word-of-mouth is an effective tool in attracting new guests in Michelin starred restaurants. It also discovered that image is strongly related to word-of-mouth, as it influences the expectation by customers formed prior to the visit.