THE MEDIATION OF LOYALTY BETWEEN SERVICE QUALITY AND WORD OF MOUTH: AN EMPIRICAL EXAMINATION IN THE RESTAURANT INDUSTRY LA MEDIACION DE LA LEALTAD ENTRE LA CALIDAD EN EL SERVICIO Y LA COMUNICACION DE BOCA EN BOCA: UN ANALISIS EMPIRICO EN LA INDUSTRIA RESTAURANTERA

Bernardo Amezcua, Alicia de la Pena de Leon, Alicia Hernandez Bonilla, Juana Maria Saucedo Soto and Patricia Gutierrez de la Pena

Revista Internacional Administracion & Finanzas, 2018, vol. 11, issue 1, 15-24

Abstract: This paper reports results of interviews with 385 consumers in fast food and full service restaurants. The goal is to evaluate loyalty in determining service quality elements that most impact word of mouth communication. Through regression analysis and based on the five SERVQUAL constructs we found that empathy, reliability, and assurance are the most influential factor. Tangibles and responsiveness proved to be less significant. Results show that service quality impacts both loyalty and word of mouth directly. A loyal customer spreads positive word of mouth in the restaurant context. Our results contribute to service quality, consumer loyalty and word of mouth theory

Keywords: Service Quality; SERVQUAL; Word of Mouth; Consumer Loyalty; Restaurants (search for similar items in EconPapers)
JEL-codes: M1 M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:11:y:2018:i:1:p:15-24

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