An empirical investigation of customer intentions influenced by service quality using the mediation of emotional and cognitive responses

Abstract

Purpose: This study investigated the effects of customer perceptions of service quality on eWOM (electronic word of mouth) and switching intentions through cognitive and emotional responses, specifically in the context of the Kingdom of Saudi Arabia's (KAS) telecom industry.Design/ methodology/ approach: We have developed a theoretical framework based on behavioural theories to analyse the environmental aspects of relationships that affect customer behavioural intentions. We adapted quantitative methodology along with the positivist philosophical approach to investigate our hypotheses within the theoretical framework. We applied a protracted stimuli-organism-response (SOR) model to highlight the peripheral reliability, responsiveness, tangibility, empathy, assurance, and the impact of the customer's feelings while simultaneously linking the elements to each other. In addition, we apply theory of reason action (TRA) to reflect the marginal elements of subjective norms, attitude, and customers' behavioral intentions. A survey with 601 responses has been used in this study. Findings:In the setting of KSA's mobile telecom industry, we confirm that there is a positive effect of customer perceptions of service quality on their eWOM and switching intentions through their cognitive and emotional responses. Originality and value:The framework of this study enhances our understanding of the role of service quality as an environmental influence on an individual's intentions to switch and eWOM. This conceptual framework is essential in evaluating the mediating roles of attitude and emotions in relation to eWOM and intention to switch.

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