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The antecedents of word-of-mouth behaviour: the service quality perspective

Wong, Ho Yin and Perrone, Anthony 2014, The antecedents of word-of-mouth behaviour: the service quality perspective. In Samanta, Irene (ed), Strategic marketing in fragile economic conditions, IGI Global, Hershay, Pa., pp.185-202, doi: 10.4018/978-1-4666-6232-2.ch010.

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Title The antecedents of word-of-mouth behaviour: the service quality perspective
Author(s) Wong, Ho YinORCID iD for Wong, Ho Yin
Perrone, Anthony
Title of book Strategic marketing in fragile economic conditions
Editor(s) Samanta, Irene
Publication date 2014
Chapter number 10
Total chapters 15
Start page 185
End page 202
Total pages 18
Publisher IGI Global
Place of Publication Hershay, Pa.
Summary The aim of this study is to undertake empirical research investigating the nature and magnitude of the determinants of word-of-mouth behaviour from the point of view of service performance and postpurchase perceptions. A quantitative study was undertaken. A theoretical model linking service quality issues and word-of-mouth behaviour was developed and tested using structural equation modelling of 280 surveyed participants at various day spa locations. All major fit indices from structural equation modelling methods show satisfactory results for the measurement and structural models. The results confirm significant relationships between the constructs in the model. While the quality of the product, customer service, and servicescape atmosphere lead to customer satisfaction, it is servicescape atmosphere and customer satisfaction that drive word-of-mouth behaviour. The results of this study provide insights to aid service providers and marketing professionals in the service industry in fully understanding that the enhancement of the delivery of high quality service, an accommodating environment, and instilling feelings of satisfaction with their customers will more likely lead to positive word-of-mouth referrals. One major limitation is that the survey was conducted within one industry in one country. The major value of this chapter is the establishment of the role of service quality on word-of-mouth behaviour. This research provides empirical results of the impacts of service performance and post-purchase perceptions on word-of-mouth behaviour.
ISBN 9781466662339
Language eng
DOI 10.4018/978-1-4666-6232-2.ch010
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category BN.1 Other book chapter, or book chapter not attributed to Deakin
ERA Research output type B Book chapter
Copyright notice ©2014, IGI Global
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Document type: Book Chapter
Collection: Department of Marketing
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