¹Canet, Lena N.,²De Luna, Maria Cecilia E.,³Pulumbarit, Catherine B.,⁴Zapata, Christine S.

^1,2,3,4Bulacan State University

The objective of this study is to investigate the role of online reviews towards customer dining intention in casual dining restaurants. Specifically, this study sought to answer the questions (1) how does online reviews affect customer casual dining intentions? (2) What are the attributes of online reviews that greatly influence customer dining intention? And (3) what is the extent of the effect of online reviews on customer casual dining intentions? The research was carried out in the city of Malolos, Bulacan, and respondents are Malolos residents who have dined at a casual dining restaurant at least once and who chose a restaurant based on online reviews. Descriptive Quantitative research was utilized in the study. An adapted questionnaire from the study of Thomas, et al. (2019) was used and random sampling method was employed to gather 100 respondents. Most respondents agreed that online reviews affect customers' casual dining intentions. A closer look at the study reveals that all proposed online review attributes greatly influence customer dining intention. This agreed with the previous study by Thomas et al. (2019), where the identified factors were derived. Product/ service rating, website reputation, and review quantity show the strongest positive effects.

customer dining intention, online reviews, E-wom, hospitality industry

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VOLUME 06 ISSUE 06 JUNE 2023

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