Events’ Service Quality and Electronic Word of Mouth: The Mediating Role of Customer Satisfaction
Article Sidebar
Main Article Content
Abstract
High-touch events emphasize direct artist–fan interaction and have become an important driver of engagement and economic activity in the entertainment industry. However, limited research has examined how service quality in such events influences customer satisfaction and electronic word-of-mouth (e-WOM), particularly in the Philippine context. This study aims to investigate the relationships between high-touch event service quality, customer satisfaction, and e-WOM, as well as the mediating role of customer satisfaction. A quantitative research design was employed using survey data collected from 291 respondents who had attended high-touch events in Metro Manila. Data were analyzed using weighted mean, Pearson correlation, and mediation analysis. The results revealed that service quality has a strong positive relationship with customer satisfaction (r = 0.821, p < 0.05) and e-WOM (r = 0.835, p < 0.05). Customer satisfaction also significantly influences e-WOM (r = 0.786, p < 0.05) and partially mediates the relationship between service quality and e-WOM. These findings indicate that improving service quality in high-touch events enhances customer satisfaction, which in turn promotes positive e-WOM. The study highlights the importance of delivering high-quality interactive experiences to strengthen customer retention and engagement in the event industry.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with International Journal for Applied Information Management agree to the following terms: Authors retain copyright and grant the International Journal for Applied Information Management right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in International Journal for Applied Information Management. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in International Journal for Applied Information Management. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).