Effects of Banking Services Quality on the Costumer Word of Mouth Advertising

In the today's competitive business environment, delivering superior service quality is a prerequisite to increase customers' tendency to spread positive Word Of Mouth (WOM) advertising. Considering the importance of this issue, the present study aimed to investigate the effects of banking services quality on customer WOM advertising. This study was conducted on customers of banking services in Bushehr, Iran. Sample size was 294 for the study. A structured questionnaire was administered for data collection and structural equation modelling using AMOS utilised to analyse the data. The findings showed that new services and cost of delivered services have a positive significant effect on the customer WOM advertising. Instead, other dimensions of service quality such as access to services, decoration of bank and behaviour of employees didn't have any effects on the customer WOM advertising.

Word of mouth advertising, access to services, decoration of bank, behaviour of employees, services quality