Word of mouth (WOM) has become an important and influential source of information on consumer attitudes and buying behavior. It is also considered very important in service industries, because intangible products cannot be easily evaluated before consumption. The aim of this study is to investigate the effect of service quality and innovation on WOM. The study population includes customers of a travel agency of ticket representative in Iranian city of Rasht. The respondents were selected through available random sampling and the data were collected from a total number of 180 questionnaires. The collected data were analyzed through structural equation path modeling using Smart PLS 2.0 software. The findings demonstrated a relationship between service quality and customer loyalty with brand image and customer satisfaction as mediator variables. It was also noted that service innovation factors influence customer loyalty. Ultimately, customer loyalty was found to lead to word of mouth among customers.
کلید واژگان :Service quality ،Innovation ، Word of mouth ، Loyalty ، Brand image، Customer satisfaction
ارزش ریالی : 600000 ریال
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