The multiple effects of service innovation and quality on transitional and electronic word-of-mouth in predicting customer behaviour |
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| Institution: | 1. Department of International Business, College of Management, National Kaohsiung University of Science and Technology, 415 Chien Kung Road, Sanmin District, Kaohsiung, 80778, Taiwan;2. Department of Tourism Management, Business Intelligence School, National Kaohsiung University of Science and Technology, Address: No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Emek Hefer, 4025000, Israel;2. Paris School of Business, France;1. Department of Tourism Management, National Kaohsiung University of Science and Technology, No. 415, Chien Kung Road, Kaohsiung, 807, Taiwan, ROC;2. Leisure & Recreation Administration Department, Ming Chuan University, 5 De Ming Rd., Gui Shan District, Taoyuan County, 333, Taiwan, ROC;3. Department of Business Strategy and Innovation, Griffith Business School, Griffith University, 170 Kessels Road, Nathan, QLD, 4111, Australia;4. Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, No.510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City, 242062, Taiwan, ROC;1. Portsmouth Business School, University of Portsmouth (UK), Richmond Building, Portland St, Portsmouth PO1 3DE, UK;2. Sheffield University Management School, The University of Sheffield (UK), Conduit Road, Sheffield S10 1FL, UK;3. Sheffield Business School, Sheffield Hallam University (UK), City Campus, Howard Street, Sheffield S1 1WB, UK;1. Department of Industrial Engineering, Sharif University of Technology, Tehran, 11365/8639, Iran;2. Graduate School of Management and Economics, Sharif University of Technology, Tehran, 11365/8639, Iran |
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| Abstract: | In the service industry, word of mouth (WOM) has become an important indicator for influencing customer behaviour and developing marketing strategies. The current study develops a new theoretical model to analyse the moderating mechanism of electronic WOM, and further considers a multiple mediation analysis of how service innovation may influence in-person word of mouth (WOM) through service quality and brand loyalty. The results show that managers need to focus on WOM to improve customer service quality perception and encourage revisits. A study of 939 customers of a famous hotpot restaurant provides supporting evidence for this moderated mediation analysis. This study also discusses how this intriguing design of moderated mediation could be clarified using regulatory focus theory and further literature. |
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| Keywords: | Service innovation Service quality WOM Brand loyalty |
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