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

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posted on 2014-01-01, 00:00 authored by Ho Yin WongHo Yin Wong, A Perrone
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.

History

Title of book

Strategic marketing in fragile economic conditions

Chapter number

10

Pagination

185 - 202

Publisher

IGI Global

Place of publication

Hershay, Pa.

ISBN-13

9781466662339

Language

eng

Publication classification

BN.1 Other book chapter, or book chapter not attributed to Deakin; B Book chapter

Copyright notice

2014, IGI Global

Extent

15

Editor/Contributor(s)

I Samanta

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