The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents

The current research systematically develops and empirically validates a scale to measure word-of-mouth communication and investigates two forms of customer commitment and service quality as potential antecedents. The findings support the hypotheses that affective commitment is positively related to...

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Bibliographic Details
Published inJournal of service research : JSR Vol. 4; no. 1; pp. 60 - 75
Main Author Harrison-Walker, L. Jean
Format Journal Article
LanguageEnglish
Published Thousand Oaks, CA Sage Publications 01.08.2001
SAGE PUBLICATIONS, INC
Subjects
Advertising
Consumer behavior
Consumers
Customer satisfaction
Customer services
Polls & surveys
Quality of service
Quantitative psychology
Service industries
Statistical analysis
Studies
Verbal communication
Word of mouth advertising
United States > US
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Summary:The current research systematically develops and empirically validates a scale to measure word-of-mouth communication and investigates two forms of customer commitment and service quality as potential antecedents. The findings support the hypotheses that affective commitment is positively related to word-of-mouth communication but that high sacrifice commitment is not related to word-of-mouth communication. Interestingly, the effect of service quality on word-of-mouth communication appears to be industry dependent. A distinction is made between word-of-mouth activity and word-of-mouth praise.
ISSN:1094-6705
1552-7379
DOI:10.1177/109467050141006