This study aims to find the effect of electronic
word of mouth (EWOM), on the relationship between
perception of service and the repurchase intention of
restaurants’ customers in the West Bank. It will clarify
the relationship between the dimensions of perception of
service and the repurchase intention. In addition, it tests
the moderation effect of eWOM on that relationship.
The eWOM that will be studied is one that people share
on social media (Social eWOM). A questionnaire was
digitally distributed and 197 responses were returned.
Cronbach’s alpha formula proved the reliability of the
scale’s variables. The data was analyzed using SPSS 19
by conducting factor analysis to determine the
dimensions of perception of service in West Bank, the
correlation analysis to find the relationship between the
variables, multiple regression analysis to find the effect
of the dimensions on the repurchase intention, the
hierarchical regression was conducted to examine the
moderation effect of eWOM.
The perception of service dimensions in West Bank
was found to be Assurance and Reliability. Both of the
dimensions were found to affect the repurchase intention
of restaurant customers positively, however, assurance
has a stronger effect on repurchase intention. EWOM’s
moderation effect was partially supported. The size of
the chosen sample was mainly the limitation of the study.
Keywords : EWOM, Repurchase Intention, Service Quality, SERVQUAL, Social Media.