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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

Author

Listed:
  • Bernardo Amezcua
  • Alicia de la Pena de Leon
  • Alicia Hernandez Bonilla
  • Juana Maria Saucedo Soto
  • Patricia Gutierrez de la Pena

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

Suggested Citation

  • Bernardo Amezcua & Alicia de la Pena de Leon & Alicia Hernandez Bonilla & Juana Maria Saucedo Soto & Patricia Gutierrez de la Pena, 2018. "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 ," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 11(1), pages 15-24.
    • Handle: RePEc:ibf:riafin:v:11:y:2018:i:1:p:15-24
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    More about this item

    Keywords

    Service Quality; SERVQUAL; Word of Mouth; Consumer Loyalty; Restaurants;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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