62
total company image in mind was just (6
) %, and customers’ opinions were only
for 1% in the rating of the bad level.
To sum up, the searcher could conclude that the restaurant has
an excellent
overview of customers’ mind since the biggest of the customers’ segment has
ranked the company image in a positive mind.
4.11 Recommendations (Word of mouth communication) of customers
The customers
’ recommendation (word-of-mouth)
the company to other people
has been estimated based on the four scales of the Likert approach include
bad, moderate, good and excellent from the total respondents (N=51) at the
Shahrazad restaurant. Figure 19 below shows that the most of the respondents
have rated the company at the moderate level to recommend others (friends,
family) for visiting Shahrazad restaurant as shown in a percentage of (41,1).
Meanwhile, the second largest score of the respondents will
recommend the
company image to their friends or family in the positive picture as they
evaluated the company in the good weigh within a percentage of (31,3).
Figure 19. Customers recommendation of company to other (N=51).
As can be seen from the results that the percentage of customers
who ranked
their experience of the Shahrazad restaurant to recommend others
to visit was
63
just (13,7) for both bad and excellent scales. In short, the result of the
respondents of the Shahrazad restaurant has been demonstrated that the most
of the customers are reacted positively to the company image and therefore
they probably play a vital role to boost the external marketing of the corporation
in a philosophy of good words of mouth advertising.
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