Influential Determinants of Word-of-Mouth in Shaping Referral Intentions: An Evidence from Bahawalpur District

This study analyzed impact of influential factors (perceived value, service quality, consumer trust and product quality) on electronic word-of-mouth and referral intention in the background of fast-food industry. The research investigated the impact of electronic word-of-mouth as mediator between influential factors and referral intention. Data was retrieved from 400 students (Fast Food Consumers) from Punjab College, BEST College and NCBA&E in Bahawalpur through convenience sampling. Hypothesis is tested by analyzing regression. The outcomes demonstrated that perceived value, service quality, consumer trust and product quality have positive and substantial influence on electronic word-of-mouth and referral intention. The finding of the study revealed the impact of electronic word-of-mouth as mediator between influential factors and referral intention. This research contributed in literature & practically by examining the product quality as an influential factor of electronic word-of-mouth.