The Effect of Service Quality and Customer Satisfaction Toward Word of Mouth Intention

Abstract

In this article we have developed the effect of service quality and customer satisfaction toward word of mouth intention. From the existing theories and research that has been done by several researchers about the relationship between these variables, we argue that service quality has a significant effect on customer satisfaction. Customer satisfaction is the consumer's response to the service by comparing it with what is expected. Therefore, the company ensures that their customers have a memorable and enjoyable experience when using services. In addition, the quality of service also has a significant effect toward word of mouth intention. And customer satisfaction also has a significant toward word of mouth intention. Word of mouth is communication carried out by recipients of services to other people related to the services they receive, both positive and negative. In order to maintain the company's image, companies need to optimize customer satisfaction through the quality of services provided.

The The Role of Customer Satisfaction on the Relationship between Service Quality, Price and Word of Mouth (WOM): The Experience of EDTL.EP in Dili, Timor-Leste

“…This means that customer satisfaction help to raise the level of WOM, if the service quality is improved. This finding reinforces the study of Jiewanto et al, (2012) and Susilowati & Yasri (2019) which show that organizational satisfaction is important to ensure service quality and has a positive impact towards WOM.…”

“…Apart from customer satisfaction, Chaniotakis et al, (2009) proves that service quality, particularly empathy, has a direct and positive effect to WOM, and other dimensions will automatically have indirect effect through satisfaction. While Susilowati & Yasri (2019) also confirms that service quality and customer satisfaction has a positive and significant effect to WOM intention, the study of Jiewanto, Laurens, & Nelloh (2012) similarly discover that service quality has a positive effect to image and organizational satisfaction, which in turn positively affects WOM.…”

“…The questionnaires were developed using a five-point Likert-type scale for all items in this study, ranging from 1 = 'Strongly Disagree' to 5 = 'Strongly Agree.' Items of service quality and satisfaction adopted from Parasuraman et al, (1988;1994), while price and WOM is adapted according to the study of Chaniotakis & Lymperopoulos (2009), Allaham & Aljumaa (2014), Rani & Usman (2019), Matzler et al, (2019), Susilowati & Yasri (2019) and Carvalho et al, (2020).…”

“…The relationship between price and WOM is adapted according to the study of Rani & Usman (2019) and Matzler et al, (2019). Nevertheless, other models developed by Allaham & Aljumaa (2014), Chaniotakis & Lymperopoulos (2009), Susilowati & Yasri (2019) and Carvalho et al, (2020) are also reflected in this study.…”

“…This paper also examines two indirect effects: including customer satisfaction effect in the relationship 2 between (i) service quality and WOM, as well as (ii) price and WOM. According to Susilowati & Yasri (2019), service quality has a positive relationship with WOM. Similarly, the study of Jiewanto, Laurens, & Nelloh (2012) recommends that service quality has a positive impact to the image and organizational satisfaction, which then help to stimulate positive WOM (PWOM).…”