Role of e-service quality in articulating e-WOM: a serial mediation approach
by Baljit Kaur
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 12, No. 4, 2020

Abstract: The current paper examines the mechanism to generate positive electronic word-of-mouth (e-WOM) through e-service quality. The study further examines the mediation of satisfaction, trust, and loyalty between e-service quality and e-WOM. The proposed model was tested using a serial mediation approach. Five hundred forty-five respondents filled a structured questionnaire. The results indicate that all proposed hypotheses were supported except for the direct influence of e-service quality on e-WOM. Results indicate a full mediation of e-satisfaction, e-trust, and e-loyalty between e-service quality and e-WOM. The service managers of electronic services should focus on service quality elements to provide a satisfactory service. However, they should try to build trust and loyalty along with satisfaction, if they expect to generate better word-of-mouth.

Online publication date: Thu, 04-Mar-2021

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