Enhancing sustainability with improved cook stoves: an analysis of product quality, consumer satisfaction and word-of-mouth through expectancy disconfirmation theory

Abstract

Purpose Anchoring on expectancy disconfirmation theory, this study aims to investigate the influence of product quality, customer satisfaction and word-of-mouth (WOM) on improved cook stoves (ICSs). The study also examines customer satisfaction as a mediator and explores a case-specific analysis of the interrelationships. Design/methodology/approach Data were elicited using a structured survey conducted during February 2024 across rural, semirural and urban areas in Nepal. A purposive sampling method was used, distributing 300 questionnaires and obtaining 222 valid responses, reflecting a response rate of 74%. Respondents included 70 females and 152 males, with an average age of 32.42 years, and 48.2% of the population from rural areas. Hypotheses tested included product quality affecting WOM, product quality impacting customer satisfaction and customer satisfaction mediating the relationship between product quality and WOM. PLS-SEM was used for hypothesis testing. Findings The results reveal that product quality significantly enhances WOM and customer satisfaction. Furthermore, customer satisfaction mediates the relationship between product quality and WOM, emphasizing the importance of satisfaction as a driver of positive WOM. Research limitations/implications The study focuses on ICS adoption in a specific region. Future research should explore these dynamics across different cultural and geographic contexts to validate and generalize the findings. Originality/value This research provides a novel perspective on the role of product quality and customer satisfaction in driving WOM for ICSs. It highlights how consumer satisfaction mediates these relationships, offering actionable insights for improving ICS adoption strategies.