Abstract:
This study aimed to examine the influence of word of mouth on restaurant, food, customer purchase decision making. A case of Arushacity, Tanzania, The specific objectives of the study were to examine the significance of physical environment to customer purchase decision making, to find out the effect of food quality to customer purchase decision making, to determine the influence of customer familiarity to customer purchasing decision making. Expl research design was used. Data was collected through secondary data and primary data from published and unpublished materials. Data was analysed descriptevely. Findings revealed that physical environment influences the reflection towards customer purchase decision making, attracts more customers including online customers and helps in marketing of the food restaurant. Also results revealed that food quality creates test of the restaurant thus food quality prompts customers to make purchasing decision. The study recomends that food restaurants management should engage the use of more than one marketing strategy that is the word of mouth and that with the current increased use of other marketing strategies and platforms such as the use of social media marketing in Tanzania, there is an importance of using social media marketing platforms as a strategy in the marketing strategy to enhance customer service at the food restaurant. Further researches could be done to investigate whether word of mouth could lead to sustainable competitive advantage and business performance of restaurants or other business firms.
