An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context

Word-of-mouth is a powerful force in today’s marketplace. However, few researchers<br />examine how the dimensions of SERVQUAL relate to positive word-of-mouth, particularly in<br />the Chinese market. This study attempts to fill this gap. The context is Chinese<br />telecommunication market. A survey was conducted with a sample of 241 respondents. The<br />results showed that Reliability and Assurance encouraged more positive word-of-mouth<br />intention, while Tangibles, Responsiveness, and Empathy did not have any significant effect<br />on one’s word-of-mouth. These findings have useful implications to international service<br />companies, particularly those operating in a Chinese environment, by identifying factors that<br />are salient to the generation of positive word-of-mouth. <br />