The influencing factors of online reviews affecting customer visit intention towards food and beverage establishment in Malaysia

The purpose of this study is to examine the influencing factors of online reviews affecting customer visit intention towards food and beverage establishments in Malaysia. Hence, this study investigates the factors that affecting the customer visit intention toward food and beverage establishment in Malaysia. In order to perform this analysis, a quantitative approach was used and the questionnaire were conducted to collect the required information. The sample size of this study was conducted on 384 respondents who have visited the food and beverage establishment in Malaysia through online surveys which is google form. For data analysis, reliability testing and Pearson correlation had been used by using the IBM SPSS 26 version. As a result, the analysis shows that the number of reviews, content of review and online rating have a significant relationship with customer visit intention towards food and beverage establishment in Malaysia. This study provides the knowledge that may be useful for the hospitality industry to attract more customer to visit food and beverage establishment in Malaysia.
Keywords: Number of Reviews, Content of Reviews, Online Rating