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The effect of service quality and innovation on word of mouth marketing success

Author

Listed:
  • Seyyed Sajjad Mohtasham

    (Rasht Branch, Payam Noor University)

  • Sedigheh Kobra Sarollahi

    (Rasht Branch, Islamic Azad University)

  • Delara Hamirazavi

    (Rasht Branch, Islamic Azad University)

Abstract

Word of mouth (WOM) has become an important and influential source of information on consumer attitudes and buying behavior. It is also considered very important in service industries, because intangible products cannot be easily evaluated before consumption. The aim of this study is to investigate the effect of service quality and innovation on WOM. The study population includes customers of a travel agency of ticket representative in Iranian city of Rasht. The respondents were selected through available random sampling and the data were collected from a total number of 180 questionnaires. The collected data were analyzed through structural equation path modeling using Smart PLS 2.0 software. The findings demonstrated a relationship between service quality and customer loyalty with brand image and customer satisfaction as mediator variables. It was also noted that service innovation factors influence customer loyalty. Ultimately, customer loyalty was found to lead to word of mouth among customers.

Suggested Citation

  • Seyyed Sajjad Mohtasham & Sedigheh Kobra Sarollahi & Delara Hamirazavi, 2017. "The effect of service quality and innovation on word of mouth marketing success," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(2), pages 229-245, August.
    • Handle: RePEc:spr:eurasi:v:7:y:2017:i:2:d:10.1007_s40821-017-0080-x
    DOI: 10.1007/s40821-017-0080-x
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    References listed on IDEAS

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    3. Kalisri Logeswaran Aravindan & Thurasamy Ramayah & Munusamy Thavanethen & Murali Raman & Narinasamy Ilhavenil & Sanmugam Annamalah & Yap Voon Choong, 2023. "Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value," Sustainability, MDPI, vol. 15(4), pages 1-19, February.
    4. Massoud Moslehpour & Wing-Keung Wong & Yi Hsin Lin & Thi Huyen Nguyen, 2018. "Top purchase intention priorities of Vietnamese low cost carrier passengers: expectations and satisfaction," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 8(4), pages 371-389, December.
    5. Mengmeng Wang & Wenjie Yang, 2021. "What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the C," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    6. Datis Khajeheian & Mike Friedrichsen, 2017. "Editorial note," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 7(2), pages 157-159, August.

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