An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context

Abstract

Word-of-mouth is a powerful force in today&rsquo;s marketplace. However, few researchersexamine how the dimensions of SERVQUAL relate to positive word-of-mouth, particularly inthe Chinese market. This study attempts to fill this gap. The context is Chinesetelecommunication market. A survey was conducted with a sample of 241 respondents. Theresults showed that Reliability and Assurance encouraged more positive word-of-mouthintention, while Tangibles, Responsiveness, and Empathy did not have any significant effecton one&rsquo;s word-of-mouth. These findings have useful implications to international servicecompanies, particularly those operating in a Chinese environment, by identifying factors thatare salient to the generation of positive word-of-mouth. <br /