PurposeThis paper aims to study the effect of service quality (SQ) dimensions on satisfaction and word of mouth (WOM) for maternities in Greece.Design/methodology/approachBased on Parasuraman et al.'s SERVQUAL variables, the authors tried to identify the effects of each variable to satisfaction and WOM. Data were collected through field research among 1,000 mothers who have given birth to a child during the last five years, and the data were analysed using SEM.FindingsThe results suggest that, in addition to “satisfaction”, the only service quality dimension that directly affects WOM, is “empathy”. In addition, “empathy” affects “responsiveness”, “assurance” and “tangibles” which in turn have only an indirect effect to WOM through “satisfaction”.Research limitations/implicationsLimitations relate to the use of a non‐probability sample and the restricted geographical area of the field research. This study contributes to the body of academic knowledge by shedding more light into the role of SQ dimensions, and especially “empathy”, in the WOM for maternities.Practical implicationsAn understanding of the effect of SQ dimensions in satisfaction and WOM is important to maternities' marketing managers because it offers them the opportunity to take certain actions for improving customers' satisfaction and increase their intention to use positive WOM.Originality/valueThe paper manages to identify the effects of SQ dimensions on satisfaction and WOM, especially in the health care marketing sector.

Purpose -This project aims to offer an in-depth understanding of bank customers' buying behaviour in relation to the selection process, and provide bank managers with useful insight into the development of high quality relationships with customers. Design/methodology/approach -The research involved a review of available literature on bank choice criteria, the fieldwork, the identification of factors that affect customers' choice, and the development of related managerial implications. A research questionnaire was administered by personal interviews to 1,092 bank customers in the greater area of Athens. Findings -Four distinct factors were identified as the main choice criteria that influence consumers' bank choice. Bank service quality is the most important element that customers consider in order to select their mortgage providers and establish a long-term relationship with them. The other three refer to product attributes, access, and communication.Research limitations/implications -Limitations relate to the use of non-probability sample and the restricted geographical area of the field research. This study contributes to the body of academic knowledge by shedding more light into the role of service quality in the selection process of mortgage provider. Practical implications -An understanding of consumer buying behaviour with respect to mortgage loans is important to bank managers for the attainment of organisational objectives that are focused on building beneficial customer relationships. Management guidelines for improving service quality are presented. Originality/value -The paper manages to identify the perceived important characteristics of banks and particularly highlight the role of service quality in bank selection for mortgages and further development of long-term relationships.

PurposeThe purpose of this paper is to investigate the effect of after‐sales services on customers' satisfaction as well as on their behavioural intentions, namely “repurchase intention” and “word‐of‐mouth” (WOM).Design/methodology/approachThe research conducted followed a quantitative methodology. The selected research tool was a questionnaire, which was administered via phone interviews using the CATI process. The study conducted was targeted to customers of a large retail chain marketing electrical appliances in Greece and 420 usable responses were utilised. A path analysis was performed using the “Amos 4.0” software.FindingsAfter‐sales service quality affect satisfaction, which in turn affects behavioural intentions. Hence, after‐sales services affect the overall offering and thus, the quality of the relationship with customers.Research limitations/implicationsLimitations are related to the use of only two after‐sales services and the restricted geographical area of the field research.Practical implicationsAn understanding of the effect of after‐sales services in satisfaction and post behavioural intentions is important to services marketing managers because it allows them to differentiate their offering substantially in a way that strengths the relationship with their clientele in the short, as well as in the long, run.Originality/valueThe paper manages to identify the effects of after‐sales service on satisfaction and behavioural intentions, especially in a dynamic retail sector where customers are highly involved. This study contributes to the body of academic knowledge by shedding more light into the role of after‐sales services to the overall offering provided.

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Purpose -Each own-label product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing mix. This paper explores the factors affecting consumers' intentions to buy an own-label premium food product. More specifically, this study focuses on the case of own-label olive oil. Design/methodology/approach -The research involved a review of the available literature on factors affecting consumer attitudes towards ownlabel products. For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 799 consumers. Findings -Data analysis results, using structural equation modelling, showed that consumers' purchase intention is directly affected by consumers' attitudes towards own-label olive oil, which in turn are influenced by consumers' perceived benefits, economic situation, brand loyalty and trust. Moreover, the level of income has a direct negative impact on both consumer attitudes and purchase intention. Research limitations/implications -Limitations relate to the use of non-probability sample and the restricted geographical area of the field research. Originality/value -Considering that own-label products' quality is questionable, this study contributes to the academic body of knowledge, by examining consumers' perceptions about a premium own-label food product. By testing existing knowledge in a new context, the paper makes incremental contribution to the knowledge on own-label products, and provides insights for practitioners.