Skip to main content
Top
Published in:

12-06-2017 | S.I. : Economics and innovation in international markets

The effect of service quality and innovation on word of mouth marketing success

Authors: Seyyed Sajjad Mohtasham, Sedigheh Kobra Sarollahi, Delara Hamirazavi

Published in: Eurasian Business Review | Issue 2/2017

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Word of mouth (WOM) has become an important and influential source of information on consumer attitudes and buying behavior. It is also considered very important in service industries, because intangible products cannot be easily evaluated before consumption. The aim of this study is to investigate the effect of service quality and innovation on WOM. The study population includes customers of a travel agency of ticket representative in Iranian city of Rasht. The respondents were selected through available random sampling and the data were collected from a total number of 180 questionnaires. The collected data were analyzed through structural equation path modeling using Smart PLS 2.0 software. The findings demonstrated a relationship between service quality and customer loyalty with brand image and customer satisfaction as mediator variables. It was also noted that service innovation factors influence customer loyalty. Ultimately, customer loyalty was found to lead to word of mouth among customers.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Appendix
Available only for authorised users
Footnotes
1
Composite reliability
 
Literature
go back to reference Alwi, S. F. S., & Kitchen, P. J. (2014). Projecting corporate brand image and behavioral response in business schools: cognitive or affective brand attributes? Journal of Business Research, 67(11), 2324–2336.CrossRef Alwi, S. F. S., & Kitchen, P. J. (2014). Projecting corporate brand image and behavioral response in business schools: cognitive or affective brand attributes? Journal of Business Research, 67(11), 2324–2336.CrossRef
go back to reference Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.CrossRef Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.CrossRef
go back to reference Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of service Industry management, 9(1), 7–23.CrossRef Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of service Industry management, 9(1), 7–23.CrossRef
go back to reference Bitner, M. J. (1992). Services capes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 56, 57–71.CrossRef Bitner, M. J. (1992). Services capes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 56, 57–71.CrossRef
go back to reference Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6, 241–254.CrossRef Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6, 241–254.CrossRef
go back to reference Calisir, N., Basak, E., & Calisir, F. (2016). Key drivers of passenger loyalty: a case of Frankfurte–Istanbul flights. Journal of Air Transport Management, 53, 211–217.CrossRef Calisir, N., Basak, E., & Calisir, F. (2016). Key drivers of passenger loyalty: a case of Frankfurte–Istanbul flights. Journal of Air Transport Management, 53, 211–217.CrossRef
go back to reference Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–216.CrossRef Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–216.CrossRef
go back to reference de Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, 151–163.CrossRef de Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, 151–163.CrossRef
go back to reference Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.CrossRef Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.CrossRef
go back to reference Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: a global perspective. New Jersey: Pearson. Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: a global perspective. New Jersey: Pearson.
go back to reference Kandampully, J. (2002). Innovation as the core competency of a service organization: the role of technology, knowledge and networks. European Journal of Innovation Management, 5(1), 18–26.CrossRef Kandampully, J. (2002). Innovation as the core competency of a service organization: the role of technology, knowledge and networks. European Journal of Innovation Management, 5(1), 18–26.CrossRef
go back to reference Khajeheian, D. (2016). Audience commodification: a source of innovation in business models. Technology Innovation Management Review, 6(8), 40–47. Khajeheian, D. (2016). Audience commodification: a source of innovation in business models. Technology Innovation Management Review, 6(8), 40–47.
go back to reference Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147.CrossRef Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147.CrossRef
go back to reference Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research., 62, 980–986.CrossRef Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research., 62, 980–986.CrossRef
go back to reference Lin, I. Y. (2010). The combined effect of colour and music on customer satisfaction inhotel bars. Journal of Hospitality Marketing & Management, 19(1), 22–37.CrossRef Lin, I. Y. (2010). The combined effect of colour and music on customer satisfaction inhotel bars. Journal of Hospitality Marketing & Management, 19(1), 22–37.CrossRef
go back to reference Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77–87.CrossRef Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77–87.CrossRef
go back to reference Mehrabian, A., & Russell, J. (1974). An approach to environmental psychology. Cambridge: Massachusetts Institute of Technology. Mehrabian, A., & Russell, J. (1974). An approach to environmental psychology. Cambridge: Massachusetts Institute of Technology.
go back to reference Mikulić, J., & Prebežac, D. (2011). What drives passenger loyalty to traditional and low cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 17(4), 237–240.CrossRef Mikulić, J., & Prebežac, D. (2011). What drives passenger loyalty to traditional and low cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 17(4), 237–240.CrossRef
go back to reference Namukasa, J. (2013). The influence of airline service quality on passenger satisfaction and loyalty. The TQM Journal, 25(5), 520–532.CrossRef Namukasa, J. (2013). The influence of airline service quality on passenger satisfaction and loyalty. The TQM Journal, 25(5), 520–532.CrossRef
go back to reference Nanda, N., Kuruvilla, S. J., & Murty, B. V. R. (2013). Role of service innovation in customer satisfaction and customer loyalty: a study on organized retail in India. International Journal of Business Insights & Transformation, 6(2), 53–64. Nanda, N., Kuruvilla, S. J., & Murty, B. V. R. (2013). Role of service innovation in customer satisfaction and customer loyalty: a study on organized retail in India. International Journal of Business Insights & Transformation, 6(2), 53–64.
go back to reference Nazemi, S., & Saadat yar, F. (2013). Role of innovation and reputation on restaurant customer loyalty under consideration mediation role of perceived satisfaction and perceived value. Journal of Management Studies and Tourism, Iran., 2(8), 51–72. Nazemi, S., & Saadat yar, F. (2013). Role of innovation and reputation on restaurant customer loyalty under consideration mediation role of perceived satisfaction and perceived value. Journal of Management Studies and Tourism, Iran., 2(8), 51–72.
go back to reference Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
go back to reference Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: a moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.CrossRef Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: a moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.CrossRef
go back to reference Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3–23.CrossRef Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3–23.CrossRef
go back to reference Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201–230.CrossRef Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201–230.CrossRef
go back to reference Rhoades, D. L., & Waguespack, B. (2008) Twenty years of service quality performance in the US airline industry. Managing Service Quality: An International Journal, 18(1), 20–33. Rhoades, D. L., & Waguespack, B. (2008) Twenty years of service quality performance in the US airline industry. Managing Service Quality: An International Journal, 18(1), 20–33.
go back to reference Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62, 50–60.CrossRef Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62, 50–60.CrossRef
go back to reference Shao-Chang, L. (2013). Exploring the relationship among service quality, customer loyalty and word-of-mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375–389. Shao-Chang, L. (2013). Exploring the relationship among service quality, customer loyalty and word-of-mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375–389.
go back to reference Sheth, J. N. (1971). Word of mouth in low risk innovations. Journal of Advertising Research, 11, 15–18. Sheth, J. N. (1971). Word of mouth in low risk innovations. Journal of Advertising Research, 11, 15–18.
go back to reference Shi, Y., Prentice, C., & He, W. (2014). Linking service quality, customer satisfaction and loyalty in casinos, does membership matter?. International Journal of Hospitality Management, 40, 81–91.CrossRef Shi, Y., Prentice, C., & He, W. (2014). Linking service quality, customer satisfaction and loyalty in casinos, does membership matter?. International Journal of Hospitality Management, 40, 81–91.CrossRef
go back to reference Suryani, S., & Hendryadi, H. (2015). A developing model of relationship among service quality, consumer satisfaction, loyalty and word of mouth in Islamic Banking. A1-Iqtishad, 7(1), 45–58. Suryani, S., & Hendryadi, H. (2015). A developing model of relationship among service quality, consumer satisfaction, loyalty and word of mouth in Islamic Banking. A1-Iqtishad, 7(1), 45–58.
go back to reference Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2007). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344–364.CrossRef Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2007). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 344–364.CrossRef
go back to reference Tenenhous, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159e205. Tenenhous, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159e205.
go back to reference Turley, L. W., & Milliman, R. E. (2009). Atmospheric effects on shopping behaviour: a review of the experimental evidence. Journal of Business Research, 49, 193–211.CrossRef Turley, L. W., & Milliman, R. E. (2009). Atmospheric effects on shopping behaviour: a review of the experimental evidence. Journal of Business Research, 49, 193–211.CrossRef
go back to reference Wixom, B. H., & Watson, H. J. (2001). An empirical investigation of the fa tors affecting data warehousing success. MIS Quarterly, 25(1), 17–41.CrossRef Wixom, B. H., & Watson, H. J. (2001). An empirical investigation of the fa tors affecting data warehousing success. MIS Quarterly, 25(1), 17–41.CrossRef
Metadata
Title
The effect of service quality and innovation on word of mouth marketing success
Authors
Seyyed Sajjad Mohtasham
Sedigheh Kobra Sarollahi
Delara Hamirazavi
Publication date
12-06-2017
Publisher
Springer International Publishing
Published in
Eurasian Business Review / Issue 2/2017
Print ISSN: 1309-4297
Electronic ISSN: 2147-4281
DOI
https://doi.org/10.1007/s40821-017-0080-x

Other articles of this Issue 2/2017

Eurasian Business Review 2/2017 Go to the issue

Editorial Note

Editorial note