An investigation into the link between service quality dimensionality and positive word-of-mouth intention in Mainland China

The purpose of current study is to investigate the relationship between SERVQUAL dimensions and positive word-of-mouth intention in a Chinese context. A survey was carried out with a sample of 241 customers of China Mobile, the biggest telecommunications company in China. A structural equation model was created. It was found that Reliability and Assurance encouraged more positive word-of-mouth intention, while Tangibles, Responsiveness, and Empathy did not have a significant effect on word-of-mouth intention. In addition, age was negatively correlated to positive word-of-mouth intention. These findings have useful implications to international service companies, particularly those operating in a Chinese environment, by identifying factors that are salient for the generation of positive word-of-mouth.