How Relationship Quality on Customer Commitment Influences Positive e-WOM

This research examines how relationship quality affects the intention of past consumers to spread positive electronic word-of-mouth (e-WOM) in food and beverage bussiness. Studies show that customer commitment tends to behave as mediator on customer satisfaction and trust that correlate to positive e-WOM. Exploration the influence of customer psychographic aspect toward the e-WOM was measured on the expenses basis of the buyer. The results show an evidence of positive effect of customer satisfaction to customer trust and commitment. Further, positive e-WOM is not promoted by the satisfaction level as experienced by customers before it is converted into commitment. There is a moderating effect of customer expense tendency to positive e-WOM as well.