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Customer Satisfaction is not Enough - The Role of Gratitude in Increasing Positive Word of Mouth Intentions from Customers

International Journal of Hospitality and Tourism Systems

Volume 16 Issue 2

Published: 2023
Author(s) Name: Saling, Jumriaty | Author(s) Affiliation: Economics and Business Faculty, Yapis University Papua, Jayapura, Indonesia.
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Abstract

Previous scholars have frequently studied the impact of service quality on the willingness to spread a positive Word of Mouth (WoM). However, it is considered necessary to conduct further research that discusses how emotional factors from customers affect the relationship between service quality and positive WoM. This study found that not all customers who are satisfied with the delivered services have a high desire to recommend the tourism services to others. Specifically, it was found that only customers who were satisfied and grateful for the service wished to spread positive WoM. Given the importance of positive WoM for the development of tourism service businesses, this research is considered to have significant practical and theoretical contributions.

Keywords: Service Quality, Customer Satisfaction, Gratitude, Positive WoM, Tourism

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