Generating positive word‐of‐mouth in the service experience

Abstract

Purpose -This paper seeks to investigate the effects of relationship benefits on relationship quality and aspects of service quality, namely technical and functional quality, and the subsequent influence on word-of-mouth behavior. Design/methodology/approach -The paper reports results from a structural equation model that utilizes data from 591 consumers across a range of services. Findings -The findings highlight the important role of relationship benefits in driving customer perceptions of technical, functional and relationship quality. While confidence, social and special treatment benefits drive technical and functional quality, it is only confidence benefits that drive relationship quality. Furthermore, it is found that functional and relationship quality drive word-of-mouth behavior.Research limitations/implications -The findings of this study contribute to the literature by showing the differential impact that relationship benefits have on quality -technical, functional, and relationship -and subsequently the effect that functional and relationship quality have on word-of-mouth behavior. Practical implications -The paper provides firms with the knowledge needed to more effectively implement relationship-marketing activities. As the service economy continues to grow, competition intensifies, and to ensure service excellence, firms need to establish strong relationships with their customers as the quality of the customer-provider relationship can increase word-of-mouth behavior. Originality/value -The paper empirically investigates the role of relationship benefits in enhancing perceptions of quality while also providing an analysis of the differential role of functional, technical, and relationship quality in enhancing customers' word-of-mouth intentions.

Achieving favourable customer outcomes through employee deviance

“…Despite pertinent studies acknowledge several employee-based determinants of customers' WOM (e.g. Wang, 2009;Ng, David, & Dagger, 2011), scarce evidence exists on whether transaction-specific outcomes from deviant exchanges affect customers' advocacy for the organization's brand. Encounter satisfaction is expected to enhance customers' WOM for the organization, as positive input from a service exchange can trigger favourable customer reactions (De Matos & Rossi, 2008).…”

Exploring customer engagement behavior: construct proposal and its antecedents

“…The relationship quality has three main components: satisfaction, trust, and commitment (Hennig-Thurau et al, 2002). Several studies have demonstrated that WOM is positively influenced by the relationship quality or some of its components, i.e., commitment, satisfaction, or trust (e.g., Brown et al, 2005;Macintosh, 2007;Hennig-Thurau et al, 2002;Ng, David, and Dagger, 2011).…”

Exploring the Accommodation Types Difference by Age Groups

“…The research area was at Pondicherry, a heritage coastal town in India. Studies for rural lodging sites such as Litvin, Goldsmith, & Pan, (2008) ;Ng, David, & Dagger, (2011) revealed that accommodation services were a very important intangible feature. The purchase process was inherently risky, because customers could not evaluate the services before check in.…”