Factors that impact the word-of-mouth intention (WOM) in the full-service restaurant industry: A stimuli-organism-response approach

The objective of this research is to analyze the variables that relates to Word-Of-Mouth intention (WOM) in the restaurant industry in Monterrey, Mexico’s metropolitan area. The chosen method was partial least square structural equation modeling (PLS-SEM) studied by a Stimuli-Organism-Response (SOR) approach. The results show evidence that the variables of quality of the food, perceived value and personal interaction quality are factors willing to predict word-of-mouth intention in full-service type restaurants ( R 2 = 72.4%). The originality of the article resides in the contribution of consumer’s behavior theory in the hospitality area (Full-service type restaurants) in a LATAM geography. Related to the findings, physical environment quality was not significant in the model, which we aim to explain in the discussion potential reasons. Regarding limitations, it is acknowledged that the sampling method used in this investigation is a non-probabilistic convenience approach