The Role of Relationship Quality Practices in Positive Electronic Word-of-Mouth Communication: The Case of Organic Vegetable Buyers in Bangkok, Thailand
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Abstract
The demand for organic vegetable products in Thailand has been significantly increasing every year, and these products have been traditionally sold via a traditional market. However, the widespread use of the Internet represents a new way of selling these products and has generated many new channels for advertising and marketing engagement. Nevertheless, one of the primary challenges is to create positive electronic word-of-mouth (eWOM). Accordingly, this paper investigates the effect of relationship quality practices (customer satisfaction, customer trust, and customer commitment) on positive eWOM communication in terms of organic vegetable purchases in Bangkok, Thailand. Following previous studies, the (online) organic vegetable buyer was used as the unit of analysis for this study. In total, 400 usable responses were received. Utilizing multiple regression analysis, it was found that both customer satisfaction and customer trust were related positively to positive eWOM communication. However, the evidence did not support customer commitment to positive eWOM communication. Therefore, this means that a higher level of customer satisfaction and trust are instrumental in creating a higher level of positive eWOM communication. Accordingly, this paper provides insights related to the roles of relationship quality practices in positive eWOM communication that could be useful for entrepreneurs in the market. The findings from this study may also be applicable to other emerging economies (such as those in Asia). Finally, there are other challenges inherent with eWOM communication, which primarily uses digital media to attract, engage, and convert virtual visitors to customers. Therefore, further research may explore these challenges.
Article Details
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
Teerasak Khanchanapong, Thammasat Business School, Thammasat University
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