Effect of Negative Customer Experience and Negative Confirmation on Electronic-Word of Mouth: Acase of Food Delivery Apps in India

Abstract

The purpose of this study is to examine how the customers influenced by electronic word of mouth which effects the customer perception and customer experience while using the food delivery apps the reviews and comments are the format of the electronic word of mouth which is considered by the customer as an influential factor for their confirmation and this case study also measures the relationship based on negative customer experience and effect of negative confirmation on electronic word of mouth. This study enables whether negative confirmation on electronic word of mouth affects the customer perception on food delivery apps and examines how the electronic word of impacts on the customer perception and customer confirmation. This case study depicts the sources of the electronic word of mouth and how it is an influential factor in customer point of view while using the food delivery apps. The results of the analysis of the case study shows the customers are influenced by the electronic word of mouth while using the food delivery apps so this depicts that the electronic word of mouth gives rise to the change in the customer confirmation and customer perception while using the food delivery apps.