Investigating the Customers' Perceptions towards the Impact of Rumours on the Popularity of Quick Service Restaurant Chains in Egypt

Mohamed Mohamed, Alaa El-Tantawy, Neveen Mansour

Abstract


Quick Service Restaurants (QSRs) is always characterized by being intangible and highly affected by word of mouth. Sometimes word of mouth could result in either positive or negative rumours about the restaurants especially the brand ones. This study aims to measure both negative and positive impact of rumours on the popularity and image of quick service restaurant chains in Egypt. Three hundred questionnaire forms were distributed between customers of QSRs in Greater Cairo such as Burger King, Hardees, and KFC. The overall results indicated that the main cause of spreading rumours is the lack of accurate information from the chain’s side. So, the best way for restaurant managers to avoid rumours is controlling their communication channels with their customers in an effective way, and addresses any negative rumor as quickly as they can.


Keywords


Word of mouth, Rumours, Quick Service Restaurants (QSRs), Greater Cairo

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