Analyzing the Direct Relationship between Every- Single Dimensions of Service Quality and WOM with a Particular Multidimensional Scale of WOM Behavior

Abstract

There are remarkable researches about the relationship between word of mouth (WOM) and service quality, but there are very limited researches that explain the direct relationship between every single dimension of service quality and three major dimensions of WOM (value, intensity, and content) in the resort hotel industry. So, the research mainly aims to determine the direct relationship between every single dimension of service quality and the three major dimensions of WOM in the (resort) hotel industry. The secondary purpose of the research is to determine significant differences between sociodemographic characteristics and the three major dimensions of WOM if there are any. Additionally, the most preferred WOM channels and the most discussed WOM content were determined in this study. The research was conducted for 416 domestic tourists who have accommodation experiences in four and five stars resort hotels in Muğla province, Turkey, and quantitative data analysis was used through IBM SPSS. The findings of the research show that there are significant relationships between the three major WOM dimensions and service quality dimensions (apart from physical characteristics). Based on the important results of the research, managerial implications and theoretical contributions were discussed thoroughly in “Results and discussion” and “Conclusion and implications.”