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An Examination of Service Quality Dimensionality and Positive Word-Of-Mouth Intentions in a Chinese Telecommunication Context
Ren Ye1; Desmond Lam2; Alvin Lee3
2011
Conference NameAustralian and New Zealand Marketing Academy Conference
Source PublicationProceedings of the Australian and New Zealand Marketing Academy Conference
Conference Date28-30 November, 2011
Conference PlacePerth, West Australia
Abstract

Word-of-mouth is a powerful force in today’s marketplace. However, few researchers examine how the dimensions of SERVQUAL relate to positive word-of-mouth, particularly in the Chinese market. This study attempts to fill this gap. The context is Chinese telecommunication market. A survey was conducted with a sample of 241 respondents. The results showed that Reliability and Assurance encouraged more positive word-of-mouth intention, while Tangibles, Responsiveness, and Empathy did not have any significant effect on one’s word-of-mouth. These findings have useful implications to international service companies, particularly those operating in a Chinese environment, by identifying factors that are salient to the generation of positive word-of-mouth.

KeywordWord-of-mouth Service Quality Servqual China
URLView the original
Language英语
Fulltext Access
Document TypeConference paper
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.Diysmart Education Consulting Company
2.University of Macau
3.Deakin University
Recommended Citation
GB/T 7714
Ren Ye,Desmond Lam,Alvin Lee. An Examination of Service Quality Dimensionality and Positive Word-Of-Mouth Intentions in a Chinese Telecommunication Context[C],2011.
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