Analyzing Consumer Online Reviews for Enhancing Restaurant Marketing Strategy: Applying the 7Ps Marketing Mix Framework
DOI:
https://doi.org/10.32528/issh.v2i3.369Keywords:
online reviews, restaurant, marketing mix, text analysisAbstract
This research aims to investigate the elements of the marketing mix that exert the greatest influence on the preferences of restaurant patrons and analyze how these elements are articulated in online reviews on Google Maps Reviews, as well as their implications for customers' perceptions of quality and the development of loyalty. The analysis employs a framework comprising seven marketing mix elements to scrutinize consumer appraisals. Textual analysis and descriptive statistics are employed to discern disparities in the dimensions of the marketing mix elements. The findings reveal that customers of restaurants predominantly discuss the product and price elements, whereas the remaining elements, namely place, promotion, process, people, and physical evidence, garner a lower percentage of discussions and are only mentioned in relation to specific ratings. These discoveries yield valuable insights for business management and can assist enterprises in enhancing their marketing strategies. Theoretically, this study enriches the marketing literature and furnishes novel perspectives for practical business decision-making. Furthermore, the research findings can be leveraged to design employee training programs and refine operations in order to bolster the quality of products and services rendered by food and beverage establishments.
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