For Better Or For Worse: Moderating Effects of Relationship Age and Continuance Commitment on the Service Satisfaction – Word of Mouth Relationship

For better or for worse: Moderating effects of relationship age and continuance commitment on the service satisfaction – word of mouth relationship Abstract Using survey data of consumers of fixed line telephone services, the moderating effects of the duration of a consumer’s relationship with a service provider (relationship age), and consumer perceptions of continuance commitment, on the consumer satisfaction - positive word of mouth (PWOM) and negative word of mouth (NWOM) relationship is examined. SEM and regression analyses were used to test the theoretically grounded hypotheses. Results show that relationship age was inversely related to both PWOM and NWOM, and moderated the consumer satisfaction-PWOM/NWOM relationship. Continuance commitment had no impact on PWOM, but had a positive direct effect on NWOM, and moderated the consumer satisfaction-NWOM relationship. Theoretical and managerial implications are discussed.

Citation:

Chatura Ranaweera and Kalyani Menon (2008) ,"For Better Or For Worse: Moderating Effects of Relationship Age and Continuance Commitment on the Service Satisfaction – Word of Mouth Relationship", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 226-227.