A study of user-generated reviews on shaping online purchase decisions: Evidence from a restaurant chain in Abuja, Nigeria
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- NGN 5000
Background of the study
User-generated reviews have become a powerful influence on online purchase decisions, serving as an authentic source of information for prospective customers. For restaurant chains in Abuja, Nigeria, online reviews provide valuable insights into food quality, service, and overall dining experience. These reviews, often posted on social media and review platforms, shape consumer perceptions and influence the decision-making process. Positive reviews can enhance a restaurant’s reputation, while negative feedback may deter potential customers (Ibrahim, 2023). With the increasing reliance on digital word-of-mouth, restaurant chains must actively manage and respond to customer reviews to build trust and encourage patronage. This study examines how user-generated reviews affect online purchase decisions for a restaurant chain, analyzing factors such as review volume, sentiment, and credibility. The research aims to understand the mechanisms through which user feedback influences consumer behavior and to offer strategies for leveraging positive reviews to drive increased sales and customer loyalty (Udeh, 2024).
Statement of the problem
Restaurant chains in Abuja face challenges in managing user-generated reviews, which can significantly influence online purchase decisions. Inconsistent review quality and negative feedback may undermine consumer trust and deter potential customers. This study seeks to explore how these reviews shape purchase behavior and identify strategies for effectively managing online reputation to enhance customer acquisition and retention (Ibrahim, 2023).
Objectives of the Study
To evaluate the impact of user-generated reviews on online purchase decisions.
To identify factors that influence the credibility and effectiveness of reviews.
To recommend strategies for managing online reviews to boost customer loyalty.
Research Questions
How do user-generated reviews influence online purchase decisions?
What factors affect the credibility of online reviews?
How can restaurant chains optimize review management to improve consumer trust?
Significance of the study
This study is significant as it provides insights into the role of user-generated reviews in shaping online purchase decisions. The findings will help restaurant chains in Abuja refine their online reputation management strategies, ultimately driving increased customer engagement and sales (Udeh, 2024).
Scope and Limitations of the Study
This study is limited to examining the influence of user-generated reviews on online purchase decisions within a restaurant chain in Abuja, Nigeria.
Definitions of Terms
User-Generated Reviews: Customer feedback posted on digital platforms regarding a product or service.
Online Purchase Decisions: The process by which consumers decide to buy products or services online.
Restaurant Chain: A group of restaurants operating under a unified brand.
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