Dual Roles of Ghost Kitchen Website Informativeness and Perceived Personalization on Positive eWoM

Document Type : Methodologies

Authors

1 Lecturer, Hotel Studies Department, Faculty of tourism and hotels, Fayoum university

2 Professor, Hotel studies department, Faculty of Tourism and Hotels - Fayoum University

Abstract

Ghost kitchens are, in essence, restaurants without dining areas. Their primary goal is to sell and transport meals ordered online via their delivery service or through third-party apps like Grubhub, UberEats, and DoorDash. Consequently, they usually do not have an open storefront. As a result, this paper explores the dual roles of website informativeness and perceived personalization in positive electronic word-of-mouth (eWoM). Besides, this paper examines the mediation effect of emotional value and the moderation function of brand confidence. Data was obtained from 365 ghost kitchen customers in Egypt. Dada was analyzed using ADANCO-PLS v. 2.4 to test hypotheses and verify model fit. The findings demonstrated a significant and positive impact of website informativeness and perceived personalization on emotional value. Besides, emotional value significantly and positively affected positive eWoM. Further, emotional value partially mediated the nexuses between positive eWoM and both website informativeness and perceived personalization. Moreover, findings confirmed that the more customers trust ghost restaurant brands, the more emotional benefits they will experience and be able to spread positive word-of-mouth about these brands among friends and relatives online. This paper recommended that ghost kitchen operators invest in creating highly informative and user-friendly websites enhance personalization features to cater to individual customer preferences, and focus on building strong brand trust through transparent practices and high-quality service.

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