E-OPINION AND DINING DECISIONS: A STUDY OF ONLINE REVIEW IMPACT ON FOOD AND BEVERAGE ESTABLISHMENT IN P.H METROPOLIS

Abstract

A descriptive and correlational research design is adopted for this study, aimed at investigating the impact of online reviews on food and beverage establishments in Port Harcourt. The population comprises of 2,500 registered food and beverage establishments in Port Harcourt, obtained from the Port Harcourt Chamber of Commerce and the Rivers State Ministry of Commerce and Industry. These establishments include restaurants, cafes, bars, and other food service providers. A sample size of 385 is determined using the Yamane (1967) formula. An impressive response rate of 96% representing 368 usable copies of questionnaire was obtained and formed the bases for analysis. A stratified random sampling technique is employed to select respondents from different categories of food and beverage establishments, ensuring representation from various sectors of the industry. Validity is ensured through expert review and pilot testing of the questionnaire. The data instruments were validated using Cronbach alpha’s test, whereupon all variables surpassed the benchmark 0.7, indicating high internal consistency. Data were analyzed using descriptive statistics (mean, standard deviation, and inferential statistics (regression analysis and ANOVA). The questionnaire were administered to managers of food and beverage establishments. The results of test of hypotheses show that online review has a significant impact on the surveyed F&B Establishment performance. Thus, the study concluded online reviews significantly impact food and beverage establishments in Port Harcourt, influencing their visibility, brand reputation, and competitive advantage and recommends that F&B establishments should prioritize online review management, responding promptly to reviews and encouraging satisfied customers to share their experiences.