Customer Satisfaction And Word Of Mouth Intentions Testing The Mediating Effect Of Customer Loyalty | Gaurav Tripathi

The present study investigates the mediating impact of customer loyalty, on the relationship between customer satisfaction and word of mouth (WOM) intentions. This research is carried out in the context of restaurants. Data is collected using structured questionnaires developed through extant literature which include, scale items on service quality and variables based on the aforementioned factors. The results provide substantial implications for the restaurant managers, who wish to extend their relationships with customers. Amidst growing competition, it is imperative for the restaurants to delineate between loyalty and word of mouth; and also understand how satisfaction impacts them. The results also contribute to the existing literature on service quality, customer satisfaction, and behavioral intentions; by bringing the mediating impact of loyalty at the focal point. Loyalty in comparison to satisfaction has received limited attention in service marketing literature, despite the fact that the former is closer to the customer’s intent to purchase or recommend others to the services offered.. Thus, the present research brings up more relevant factors to light and adds to the existing knowledge domain.