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The Effect of Service Quality and Innovation on Word of Mouth Marketing Success
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DOR
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20.1001.2.9515121601.1395.1.1.37.6
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نویسنده
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Mohtasham Seyyed Sajjad ,Sarollahi Sedigheh Kobra ,Hamirazavi Delara
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منبع
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كنفرانس بين المللي پژوهش در نوآوري و فناوري - 1395 - دوره : 1 - اولین کنفرانس بین المللی پژوهش در نوآوری و فناوری - کد همایش: 95151-21601
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چکیده
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Word of mouth has become an important and influential source of information on consumer attitudes and buying behavior. word of mouth is very important in service industries, because intangible products cannot be easily evaluated before consumption. the aim of this study is to investigate the effect of service quality and innovation on wom. the study population is the customers of one travel agency of ticket representative in iranian city of rasht. available random sampling method was employed in this study and finally 180 questionnaires were analyzed. for data analysis, structural equation path modeling using smart pls 2.0 software was employed. the findings demonstrate that the relationship between service quality and customer loyalty with the mediator variables brand image and customer satisfaction has been established. on the other hand, service innovation factors also influence customer loyalty. ultimately, this loyalty leads to word of mouth among the customers.
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کلیدواژه
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Service Quality ,Pls ,Innovation
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آدرس
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Institute Of Higher Education, Iran, Rasht Branch, Islamic Azad University, Iran, Rasht Branch, Islamic Azad University, Iran
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پست الکترونیکی
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delara_hamirazavi@yahoo.com
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The Effect of Service Quality and Innovation on Word of Mouth Marketing Success
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Authors
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Hamirazavi Delara ,Sarollahi Sedigheh Kobra ,Mohtasham Seyyed Sajjad
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Abstract
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Word of mouth has become an important and influential source of information on consumer attitudes and buying behavior. Word of mouth is very important in service industries, because intangible products cannot be easily evaluated before consumption. The aim of this study is to investigate the effect of service quality and innovation on WOM. The study population is the customers of one travel agency of ticket representative in Iranian city of Rasht. Available random sampling method was employed in this study and finally 180 questionnaires were analyzed. For data analysis, structural equation path modeling using Smart PLS 2.0 software was employed. The findings demonstrate that the relationship between service quality and customer loyalty with the mediator variables brand image and customer satisfaction has been established. On the other hand, service innovation factors also influence customer loyalty. Ultimately, this loyalty leads to word of mouth among the customers.
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Keywords
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