The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents
系统开发并验证了口碑沟通的量表，发现情感承诺正向影响口碑，而高牺牲承诺无显著影响，且服务质量对口碑的影响因行业而异。
The current research systematically develops and empirically validates a scale to measure word-of-mouth communication and investigates two forms of customer commitment and service quality as potential antecedents. The findings support the hypotheses that affective commitment is positively related to word-of-mouth communication but that high sacrifice commitment is not related to word-of-mouth communication. Interestingly, the effect of service quality on word-of-mouth communication appears to be industry dependent. A distinction is made between word-of-mouth activity and word-of-mouth praise.