Electronic word-of-mouth in the mobile service sector: the role of service quality and customer emotional response

Abstract

It is essential for mobile service providers to deliver high quality services that could attain customer's positive emotions, as this will encourage them to spread positive eWOM. This study aimed to investigate the effects of service quality on electronic word-of-mouth (eWOM) via customer emotional responses as mediators in the mobile industry. We developed a research framework based on stimuli-organism-response (SOR) theory that helps to analyse the aspects of service quality affecting customer behavioural intention. A total of 582 surveys are analysed using structural equation modelling. There are three main findings; first, this study indicated that service quality tangibility and empathy are not associated with customer pleasure. We further found that there is a positive relationship between customer pleasure from service quality and intention to engage in online reviewing. Third, across genders, there is a significant difference in the relationship between service quality and eWOM intention via the mediation of emotional response.