Abstract:

This research is based on to identify the impact of online reviews on customers’ dining decision. Five independent variables (credibility of website, number of reviews, physical environment, perceived risk, and visuals on website) have been used to identify their impact on the dependent variable (customers’ dining decision). Non-probability and convenience sampling has been adopted in this research to gather the data. A close ended questionnaire of 5 point Likert scale was adopted in this survey. A total of 720 respondents were included in the questionnaire survey. With the help of SPSS software, various tests like Reliability, regression analysis and correlations were run and in the end, it was found that number of reviews, perceived risk, and visuals of website are main factors which affect a lot on customers’ mind while making a dining decision.