An investigation into the link between service quality dimensionality and positive word-of-mouth intention in Mainland China. Issue 5 (2nd September 2016)

• Record Type: Journal Article
• Authors: Ren, Ye; Lam, Desmond
• Is Part Of: Journal of marketing communications. Volume 22:Issue 5(2016)
• Page Start: 513
• Page End: 523
• Publication Date: 2016-09-02
• Subjects: word-of-mouth -- SERVQUAL -- Mainland Chinese -- telecommunication industry; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2014.935740
• Languages: English
• ISSNs: 1352-7266

Abstract

Abstract : The purpose of current study is to investigate the relationship between SERVQUAL dimensions and positive word-of-mouth intention in a Chinese context. A survey was carried out with a sample of 241 customers of China Mobile, the biggest telecommunications company in China. A structural equation model was created. It was found that Reliability and Assurance encouraged more positive word-of-mouth intention, while Tangibles, Responsiveness, and Empathy did not have a significant effect on word-of-mouth intention. In addition, age was negatively correlated to positive word-of-mouth intention. These findings have useful implications to international service companies, particularly those operating in a Chinese environment, by identifying factors that are salient for the generation of positive word-of-mouth.