Search or add a thesis

Advanced Search (Beta)
Home > Impact of Positive and Negative Word-Of-Mouth on Purchase Intention: Mediating Role of Loyalty and Attitude

Impact of Positive and Negative Word-Of-Mouth on Purchase Intention: Mediating Role of Loyalty and Attitude

Thesis Info

Access Option

External Link

Author

Muhammad Usman Ghani

Institute

Virtual University of Pakistan

Institute Type

Public

City

Lahore

Province

Punjab

Country

Pakistan

Thesis Completing Year

2019

Thesis Completion Status

Completed

Subject

Software Engineering

Language

English

Link

http://vspace.vu.edu.pk/detail.aspx?id=280

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676721013750

Similar


Word-of-Mouth (WOM) is an effective promotional strategy for appealing consumers of fast food restaurants. A lot of consumers choose to receive information through WOM when planning to visit a certain fast food restaurant. Fast food industry is on growing day by day in Pakistan. There are numerous national and international fast food restaurant brands and a rigid competition among them in the country. Purpose of the study is to measure the impact of positive and negative WOM on purchase intention among consumers of fast food restaurants in Pakistan. Also, mediating roles of loyalty and attitude between WOM (i.e. positive and negative Word-of-Mouth) and purchase intention are measured. Convenience sampling technique with a sample size of 254 consumers is applied. A personally administered questionnaire with five point likert scale is used to collect data from consumers. Collected data is then analyzed by using multiple regression analysis via Statistical Package for Social Sciences (SPSS) version 23. Whereas, mediation effects are measured by Preacher and Hayes method. Results revealed that positive Word-of-Mouth (PWOM) has positive and significant impact on purchase intention (PI), loyalty, and attitude whether negative Word-of-Mouth (NWOM) has negative and significant impact on purchase intention, loyalty, and attitude. Other findings showed that loyalty and attitude have positive and significant impact on purchase intention towards a certain fast food restaurant. Study also exhibits partial mediation effect. Academic, managerial, and future implications are also discussed.
Loading...
Loading...

Similar Books

Loading...

Similar Chapters

Loading...

Similar News

Loading...

Similar Articles

Loading...

Similar Article Headings

Loading...

تندرستی ہزار نعمت ہے

تندرستی ہزار نعمت ہے
اللہ تعالیٰ نے بنی نوع انسان کی تخلیق فرمائی تو اس کو بے شمار نعمتوں سے سرفراز فرمایا۔ دیکھنے کے لیے آنکھیں، سننے کے لیے کان، بولنے کے لیے زبان، چکھنے کے لیے قوت ذائقہ، سونگھنے کے لیے قوت، چلنے کے لیے قوت، سوچنے کے لیے قوت، غور وفکر کے لیے قوت یعنی انسان کوقوائے جسمانی کی صورت میں انعاماتِ ربانی وافر مقدار میں میسر آئے۔
قرآنِ پاک میں ارشادِ باری تعالیٰ ہے کہ اگر اللہ تعالیٰ کی نعمتوں کا شمار کرنا چاہو تو تم ان کو گنتی میں نہیں لا سکتے ہو، ان بے شمار نعمتوں کا درود بنی نوع انسان کے لیے ہوا ہے اور انسان وہ ہے جو جسم اور روح کا مرکب ہے اگر انسان صحت مند ہے تو یہ جملہ انعامات ِربانی اس کے لیے نعمت غیر مترقبہ ہیں اور اگر مرد بیمار ہے تو وہ ہر نعمت سے بیگانہ ہے، ہر نعمت اس کے لیے غیر مفید ہے، ہر نعمت اس کے لیے نعمت نہیں بلکہ زحمت ہے، ہر نعمت کا وجود اس کے لیے غیرمحمود ہے۔
انسان گلستانِ سرسبز میں گلہائے رنگارنگ کے حسین و جمیل مناظر سے متمتع ہوسکتا ہے لیکن چشمائے انسانی میں بینائی شرط ہے، انسان کوئل کی مسحور کن آواز سے، قاری قرآن کی تلاوت سے، خطیب ممبر رسول صلی اللہ علیہ و آلہٖ وسلم کی خوش الحانی سے، واعظ شیر یںلسان کی شعلہ بیانی سے کما حقہٗ فائدہ اٹھا سکتا ہے بشرطیکہ قوت سماعت جوبن پر ہو، اعضائے جسمانی کی سا لمیت تکمیل انسانیت کے لیے اہم کردار ادا کرتی ہے۔
صحت مند انسان معاشرے کا اہم رکن ہوتا ہے۔ گھر کے لیے ، خاندان کے لیے اس کا وجودکسی نعمت سے کم نہیں ہوتا، اس کی نشست و برخاست معیاری ہوتی ہے، وہ حسن وزیبائش کا مرقع ہوتا ہے، وہ...

أثر مؤشرات التغري املناخي يف انتشار بعض اإلمراض املعدية يف حمافظة ذي قار

The study examines the impact of climate change on the spread of some diseases in Thi- Qar Province through collecting and analyzing data about various weather elements and phenomena of some monitoring stations ( Nasiriyah ) for a high-temperature climatic cycle of 78 years (1941-2018). It is divided into seven consecutive and different time periods, 1941-1951, 1952-1962, and 1963-1973, 1974-1984, 1985-1995, 1996-2006, 2007-2018. These elements and phenomena are solar radiation, temperatures (maximum and minimum), wind (Dust storm, rising dust, suspended dust), and the thermal extremes phenomenon (heat and cold waves) The research aims to reveal the reality of trends in climate of the province of thi qar, and find out the reality of the general trend of the elements of climatic different by relying on a series of evidence statistical number of climatic variables for the meteorological station in Nasiriyah especially temperature, wind speed, relative humidity and rainfall, and extreme dust The most important results of the research showed that temperatures trending upward in sync with a clear reduction in the amount of relative humidity and rainfall which threatens a sharp repeating the phenomenon of drought in the future. The research study has found that the City of Nasiriyah ranked first in human diseases for the period 2009-2018, as the reasons for this level of diseases include that Nasiriyah is subject to the recurrence of dusty weather phenomena due to its proximity to the Western Desert Plateau, as well as the lack of cultivated and water-covered areas. This city witnesses serious air pollutions due to the concentration of a large number of factories located near inhabited areas, as well as, the spread of brick factories in the regions of the city, such as, brick factories in the area of El-Islah. This is public services, in addition to the building projects, deterioration of sewage overflow, the spread of epidemics and insects harmful to human health, other climatic environmental pollutants, such as the spread of pollen, plant scents and air allergens, which contributed to the increase in the severity of skin diseases, climate eyes, arthritis and respiratory allergies. The city of Al-Shatra ranked second in the number of people with climatic diseases, Al-Rifai ranked third with infected cases, Souk Al-Shuyoukh ranked fourth, and finally Al-Jibayish ranked fifth and last in people with climatic human diseases for the period 2009-2018 in Dhi- qar province due to the same geographical, climatic, medical, and environmental causes indicated earlier.

An Analysis of Effectiveness of Extension Work Conducted under Farmers Field School Ffs Approach for Sustainable Agricultural Development in the Punjab, Pakistan

Agriculture is vital for Pakistan''s economy. Whatever happens to agriculture is bound to affect not only the country’s growth performance but a large segment of the country’s population as well. The development of agriculture depends on many factors including agricultural extension as an institutional component. Since independence many extension approaches have been tried from time to time but met with partial success in increasing farm productivity. Recently, government of Punjab has introduced a new extension approach known as farmers field school (FFS) in 15 districts of province. But, how do farmers view its effectiveness in meeting their needs is the forehand question which needs to be answered. Keeping this in view, the present study was designed and conducted in the randomly selected three districts under FFS. A multi-stage sampling technique was used for the selection of sample from study districts. Three districts were selected randomly, and then one tehsil from each randomly selected district was taken randomly, the randomly selected tehsils were Sargodha, Sheikupura and mailsy, from fruit, vegetables and cotton areas respectively. A sample of 341 respondents from the population of 3000 registered FFS farmers were taken randomly. The sample size was determined by using table developed by Fitzgibbon et al (1987). Data were collected through an interview schedule, and data obtained were statistically analyzed by using computer software i.e. SPSS. According to the data, 36.4% respondents were of age 41 years and above. Only 14.67% respondents were illiterate, a simple majority (53.1%) of the respondents had less than 12.5 acres land holding and 88% respondents were owner. Majority (65.1%) of the respondents'' source of income was only farming and 37.5% respondents had annual income less than Rs.100000. All the respondents were acquainted with the FFS staff, and regarding acquaintance with qualities of FFS staff, dutifulness gained the weighted score 1168 and was ranked at top, similarly regarding acquaintance with the duties of FFS staff and responsibilities of FFS member farmers, the duty "to coordinate all FFS personnel" gained a weighted score 1174 and responsibility "To roll call in the end of FFS meeting" gained a weighted score 1131 and were ranked at top, respectively. Overwhelming a majority (82.40%) of respondents were of the view that FFS staff had weekly contact with them. Similarly 71.6, 79.8, 88.6, 61.6, and 64.8% respondents reported that the FFS was 1-square distance from their home, situated at a central place, established at Dera, selected with mutual consultation of farmers and conducted on a need based survey, respectively, whereas 79.18% respondent''s source of information was fellow farmers. Information provided about fertilizer requirement gained a weighted score 1086 and was ranked at the top, and regarding effectiveness, the information about hoeing was ranked at the top with a weighted score 1207 and majority(57.42%) of the respondents reported that "special topic/hot issue" was performed in the FFS to an average extent. Similarly, 63.58% and 58.6% respondents were of the view that the group discussion method was used and effective to an average extent and was ranked at the top with a weighted score 1107 and 1128, respectively. It was also concluded that during the use of different extension methods the pre-requisites of each extension method were used to below an average extent. Similarly FFS material was provided to below an average extent, whereas 41.31% of the respondents considered the lead pencil as effective to an average extent. An AESA/CESA activity like "farmers are properly briefed before field activity" was ranked at the top with weighted score 1081 and was performed to an average extent. There existed significant association of age with qualities of FFS staff, use of extension methods by FFS staff, responsibilities of FFS member farmers and effectiveness of information provided by FFS staff. Size of land holding had highly significant negative association with qualities of FFS staff and responsibilities of FFS member farmers. Annual income of respondents had also highly a significant positive association with qualities of FFS staff, whereas there existed highly significant positive association of education with qualities of FFS staff, use of extension methods by FFS staff, responsibilities of FFS member farmers and effectiveness of information provided by FFS staff.