Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective

Purpose This paper aims to advance knowledge on the influencers of positive electronic and face-to-face word-of-mouth (WOM) behaviour by examining an interrelationship model of relationship quality (RQ) components and antecedents in the telecommunication service setting. Design/methodology/approach A survey design was used to generate data from informants and was analysed using the partial least square structural equation modelling technique. Findings Findings indicate that service quality and relationship value have positive effect on trust and satisfaction, while service communication is positively related to trust but not satisfaction. Both trust and satisfaction have positive effect on face-to-face word-of-mouth (fWOM) and electronic word-of-mouth (eWOM). Additionally, relationship value directly influences fWOM but not eWOM, while service quality did not directly influence either mode of WOM behaviour. Research limitations/implications The study was conducted in a single service setting, and thus, outcomes cannot be generalised. Further, the authors limited the study of electronic WOM to only Facebook, WhatsApp and Twitter media. As such, caution should be applied in generalising the research findings across contexts. Practical implications This paper provides a guide on how telecom service managers can develop and manage their relationship network. Specifically, it demonstrates how business referrals can be generated and harnessed to build customer retention from different relationship building strategies. The study suggests that service providers that deliver quality services, engineer superior value and provide reliable information are better placed to develop resounding relationships with customers and consequently get them to engage in positive referrals. Originality/value This study is unique because it investigates the antecedents of WOM from an inter-relational perspective. By simultaneously examining the direct effects of RQ, and its antecedents on both fWOM and eWOM in a single model, the authors illustrate the antecedents and outcomes of RQ in a distinctive way.