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The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents
L. Jean Harrison-Walker
University of Houston–Clear Lake
The current research systematically develops and empirically validates a scale to measure word-of-mouth communication and investigates two forms of customer commitment and service quality as potential antecedents. The findings support the hypotheses that affective commitment is positively related to word-of-mouth communication but that high sacrifice commitment is not related to word-of-mouth communication. Interestingly, the effect of service quality on word-of-mouth communication appears to be industry dependent. A distinction is made between word-of-mouth activity and word-of-mouth praise.
Journal of Service Research, Vol. 4, No. 1,
60-75 (2001)
DOI: 10.1177/109467050141006
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