TITLE:
The Influence of Relationship Quality on Electronic Word of Mouth for Mobile Review Site Users in Saudi Arabia Market
AUTHORS:
Fathia Mohammed Issa
KEYWORDS:
Electronic Word of Mouth, Mobile Phones, Consumers, Relationship Quality, Trust, Commitment, Satisfaction
JOURNAL NAME:
iBusiness,
Vol.13 No.4,
November
4,
2021
ABSTRACT: The main objective of this study is to identify how
the relationship quality between consumers and mobile phone companies can
influence electronic word of mouth. Accordingly, to achieve this research
objective, the quantitative approach was adopted, and the needed information was
collected by constructing a survey questionnaire method addressed to the target
participants. The quantitative study was conducted,
allowing for the collection of evidences in the customer provider
relationship on client satisfaction, trust, and commitment as connected to
electronic word of mouth. A total of 401 respondents completed consumer questionnaires. The results confirmed that, the
more positive electronic word of mouth present within the consumer
relationship, the more likely other individuals were to acquire services with
that organization. The level of positive electronic word of mouth was
correlated to the level of commitment to the brand held by the consumers and
the level of trust in the company held by the consumers. In addition to that, a
significant positive relationship exists between customers’ satisfaction and
electronic word of mouth. In light of these identified results, additional
researches are necessary in order to more thoroughly explore the consumer
business dynamic.