The antecedents of Word-of-Mouth behaviour : the service quality perspective

Purpose – The aim of the study is to undertake an empirical study to investigate the nature and magnitude of the determinants of the word-of-mouth behaviour from the point of view of service performance and post purchase perceptions. Design/methodology/approach – A quantitative study was undertaken. A theoretical model linking service quality issues and word-of-mouth behaviour was developed and tested using structural equation model modelling of 280 surveyed participants at various day spa locations. Findings – All major fit indices from structural equation modelling method show satisfactory results for both the measurement models and the structural model. The results confirm significant relationships amongst the constructs in the model. While the quality of the product, customer service and facility atmosphere lead to customer satisfaction, it is facility atmosphere and customer satisfaction that drive Word-of-mouth behaviour.