Conceptualising consumers word-of-mouth behaviour intention: evidence from a university education services in Malaysia

Mohamad Rizal Abdul Hamid, and Hsin , Hsin Chang and Don Jyh , Fu Jeng (2013) Conceptualising consumers word-of-mouth behaviour intention: evidence from a university education services in Malaysia. Service Business , 7 (1). pp. 17-35. ISSN 1862-8508

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Official URL: http://dx.doi.org/10.1007/s11628-012-0142-1

Abstract

The aim of this study is to propose a theoretical model to examine consumer word-of-mouth (WOM) behavioural intention in Malaysian education services. The results from a survey of 247 respondents indicate that servicescape, service recovery, service quality and satisfaction significantly affect consumers’ intention to engage in WOM behaviour. The results support majority of the hypothesized relationships, suggesting that servicescape and service recovery function as antecedents, directly affecting consumer perceptions of education service quality. The analytical results also demonstrate that perceived service quality positively affects satisfaction, which subsequently induces consumers’ behavioural intentions. Consistent with previous empirical studies, our findings suggest that satisfaction is a super-ordinate construct with a positive relation to behavioural intention, and significantly mediates the effect of service quality on the intention to engage in WOM behaviour. The insignificant direct effect from service quality to WOM further suggests the role of satisfaction as a complete mediator in the university education service setting. Implications for future research are discussed and limitations noted.

Item Type:Article
Uncontrolled Keywords:Service recovery, Servicescape, Service quality, Satisfaction, Word-of-mouth, Education service
Subjects:H Social Sciences > HF Commerce
Divisions:FACULTY > Labuan Faculty of International Finance
ID Code:15263
Deposited By:IR Admin
Deposited On:20 Dec 2016 11:35
Last Modified:20 Dec 2016 11:35

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