Effects of Service Quality that Leads to Word of Mouth (WOM) A Case Study of Coffee Shop in Bangkok, Thailand
11 Pages Posted: 9 Mar 2021 Last revised: 24 Mar 2021
Date Written: July 1, 2020
This research is divided into six parts. Firstly, the introduction, that explains what the background of this research is, the problem statement in this proposal is, what research objectives are. Secondly, it presents a literature review. It divided into three sections, which are the theory that related to this research, a variable that used in this research, and a previous study. Thirdly, this part describes the research framework, which applied from previous studies and hypotheses construct from the conceptual framework. Forth section is a description of the research method. The fifth section has presented the result of this research. All of the data is measured by the SPSS program (Statistical Package for Social Science) to determine the influence of word of mouth (WOM) concerning service quality. The last part is a conclusion that explains the summary of findings, recommendations, and further study. This research aims to know about how the firm receives positive word of mouth by concerning service quality. To achieve this goal the methodology of questionnaire design was conducted and statistical analysis, which is the SPSS program (Statistical Package for Social Science), should be applied. The expected result achieves from this research is to know about “Is service quality has an influence with creating word of mouth (WOM)?” Therefore, the finding of this research will provide information on how to receive positive word of mouth and concerning service quality.
Keywords: service quality, customer satisfaction, customer loyalty and word of mouth (WOM)
JEL Classification: M00, M30, M31
Suggested Citation: Suggested Citation