The Empirical Research On The Impacts Of Service Quality On Word-of-Mouth Communication

The idea of this research come from the analysis of development situation of current online group shopping sites, suffered with the intense competition, for such online group shopping sites, how can they stand out to be bigger and stronger than others, and become the industry leader, has become the main problem they are thinking. As the important factor for online group shopping’s long term development, then think of company can use the virtual word of internet to promote themselves, eventually they can get a good word of mouth, win more new and repeat customers, recreate the advertising channel, promote the long term development. Based on the above two ideas, we combine the service quality and the word of mouth together, get the starting point of this paper.Based on above research staring point, this study proposed to analyse from the point view of empirical analysis, with questionnaire as data collection method, analyse the relationship between service quality and word of mouth deeply. As different study subject, this research first modify the original scale according to online group shopping site’s characteristics, and then by small sample pre-test, get the ultimately scale for the formal study. The exploratory factor analysis ensure the survey scale’s reliability and validity, to do the regression analysis between service quality and word of mouth via the application of SPSS17.0, finally come out the relationship between them.Through factor analysis, regression analysis, draw out the following conclusions:(1)Online group shopping site service quality has positive effect on word of mouth communication;(2)The applicability dimension of online group shopping site service quality doesn’t have positive effect on word of mouth, as other dimensions’affection minus the positive effect;(3)The assurance dimension of online group shopping site service quality has positive effect on word of mouth communication, has deeper effect on word of mouth communication;(4)The attention dimension of online group shopping site service quality has positive effect on word of mouth communication, has the deepest effect on word of mouth communication;(5)The sociability dimension of online group shopping site service quality has positive effect on word of mouth communication action, no positive effect on word of mouth communication praisable, as other dimensions’ affection minus the positive effection.In view of the above conclusions, we have proposed4advices for online group shopping site to promote their service quality:(1)for applicability:really establish a complete online group shopping safety control system to ensure the benefits of consumers;(2)for assurance:the perfect merchant selection mechanism as well as comprehensive and reliable after-sales service system;(3)for attention:by consumer participation in demand decisions, understand the consumer demand for personalized then meet them;(4) for sociability:to build their own community networks, discussion area, make full use of the community network propagation effects.This research come from the view point of service quality of online group shopping, the size and selection of sample have deficiencies, lack of mediating variables in the research model, this will improve in the future research.