e-journal

How Relationship Quality on Customer Commitment Influences Positive e-WOM

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This research examines how relationship quality affects the intention of past consumers to spread positive electronic word-ofmouth (e-WOM) in food and beverage bussiness. Studies show that customer commitment tends to behave as mediator on customer satisfaction and trust that correlate to positive e-WOM. Exploration the influence of customer psychographic aspect toward the e-WOM was measured on the expenses basis of the buyer. The results show an evidence of positive effect of customer satisfaction to customer trust and commitment. Further, positive e-WOM is not promoted by the satisfaction level as experienced by customers before it is converted into commitment. There is a moderating effect of customer expense tendency to positive e-WOM as well.

Keywords:relationship quality; customer commitment; positive e-WOM; experiential buyer; material buyer

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Ketersediaan

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Informasi Detail

Judul Seri

Agriculture and Agricultural Science Procedia

No. Panggil

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Penerbit

: Elsevier., 2015

Deskripsi Fisik

Agriculture and Agricultural Science Procedia 3 ( 2015 ) 149 – 153

Bahasa

English

ISBN/ISSN

doi: 10.1016/j.aaspr

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

3 ( 2015 )

Subjek

Pertanian

Info Detail Spesifik

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Pernyataan Tanggungjawab

Wati/Agus

Versi lain/terkait

Lampiran Berkas

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