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An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context

Lee, Alvin, Ye, Ren and Lam, Desmond 2011, An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context, in ANZMAC 2011 : Marketing in the age of consumerism : Jekyll or Hyde? : Proceedings of the Australian and New Zealand Marketing Academy Conference, ANZMAC, Perth, W.A., pp. 1-8.

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Title An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context
Author(s) Lee, Alvin
Ye, Ren
Lam, Desmond
Conference name Australian and New Zealand Marketing Academy Conference (2011 : Perth, West Australia)
Conference location Perth, West Australia
Conference dates 28-30 Nov. 2011
Title of proceedings ANZMAC 2011 : Marketing in the age of consumerism : Jekyll or Hyde? : Proceedings of the Australian and New Zealand Marketing Academy Conference
Publication date 2011
Start page 1
End page 8
Total pages 8
Publisher ANZMAC
Place of publication Perth, W.A.
Keyword(s) word-of-mouth
service quality
SERVQUAL
China
Summary Word-of-mouth is a powerful force in today’s marketplace. However, few researchers
examine how the dimensions of SERVQUAL relate to positive word-of-mouth, particularly in
the Chinese market. This study attempts to fill this gap. The context is Chinese
telecommunication market. A survey was conducted with a sample of 241 respondents. The
results showed that Reliability and Assurance encouraged more positive word-of-mouth
intention, while Tangibles, Responsiveness, and Empathy did not have any significant effect
on one’s word-of-mouth. These findings have useful implications to international service
companies, particularly those operating in a Chinese environment, by identifying factors that
are salient to the generation of positive word-of-mouth.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2011, ANZMAC
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30076050

Document type: Conference Paper
Collections: Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.