The Influence of E-Service Quality on Trust and Intention to Conduct Positive E-Word-of-Mouth in Telecommunication Industry

A company website serves at least two purposes, first, for e-commerce or e-banking transactional activities and second for informing products and services offered by the company to customers, i.e., content-driven. This study examines the effect of electronic service quality toward customer satisfaction and attitude by accessing a content-driven telecommunication website as well as to assess the influence toward trust and intention to conduct eWOM (electronic Word-of-Mouth). This research collects data from 200 respondents of Gene Y consumers who have accessed a telecommunication website. Structure equation modeling is employed to verify and validate the research model. The results confirm the effects showing that e-Service quality affects both customer satisfaction and attitude toward a website, then customer attitude toward website affects trust toward the provider. Moreover, customer intention to positive eWOM is affected both by customer attitude toward website and customer trust toward the provider. However, customer satisfaction does not affect trust and intention to positive eWOM toward providers significantly. The research gleans insights into a company that can use the informational website to improve the customer attitude and trust that, in turn, will increase their intention in making positive eWOM.