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

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.