Word of mouth and customers’ perceived value of the restaurant industries in Dipolog City

Abstract

This study aimed to determine the word of mouth and its effects on the customers' perceived value in the restaurant industries in Dipolog City during the calendar year 2023.It included survey and correlational research methods. There were three hundred twenty-eight (328) respondents involved. Weighted mean and Spearman Rank-Order Correlation Coefficient (Spearman rho) are the statistical tools utilized in the study. The level of word of mouth in the restaurant industries in Dipolog City is “very high” in terms of frequency of messages and “high” for the reputation of messenger, richness of message, dispersion of conversations, and manner of delivery. Overall, the level of word of mouth in the restaurant industries in Dipolog City is “high”. The level of customer perceived value in the restaurant industries in Dipolog City is “very high”. The correlation between the levels of word of mouth and the customer perceived value is significantly and positively large/high. Based on the findings and conclusions, the author recommends that the managers/owners of the restaurant industries of Dipolog City would utilize the findings as the basis for the formulation of marketing strategies that would increase their customers. The author further recommends that the local government unit of Dipolog City also use the findings as a reference in the crafting of local policy that would help restaurant industries to sustain and even improve their operation and eventually generate local revenues.