What question did this study set out to answer?

The study aims to explore how green service quality affects electronic word-of-mouth and the role of customer well-being in this relationship.

May 29, 2026Open Access

The Influence of Green Service Quality on Electronic Word-of-Mouth: the Mediating Role of Customer Well-being

Key Points

The study aims to explore how green service quality affects electronic word-of-mouth and the role of customer well-being in this relationship.
Data were collected from 311 hotel customers in Alexandria.
Partial least squares structural equation modeling (PLS-SEM) was used for data analysis.
The mediating role of customer well-being and the moderating influence of green consumption value were examined.
Green service quality positively influences electronic word-of-mouth.
Customer well-being significantly mediates the relationship between green service quality and electronic word-of-mouth.
The value of green consumption enhances the relationship between green service quality and electronic word-of-mouth.

Abstract

In spite of the increasing focus on green practices within the hotel sector, research on how green service quality (GSQ) influences electronic word-of-mouth (e-WoM) in emerging economies is limited. The study investigated the direct influence of GSQ on e-WoM, the mediating role of customer well-being, and the moderating influence of green consumption value. The data were gathered and examined through partial least squares structural equation modeling (PLS-SEM) from 311 Alexandrian hotel customers. The results demonstrate that GSQ has a positive effect on e-WoM, with consumer well-being serving as a significant mediator. The value of green consumption enhances the relationship between GSQ and e-WoM. This study enhances the existing literature on green marketing and sustainable tourism by providing theoretical insights and managerial implications. The initiative aligns with the Sustainable Development Goals (SDGs), specifically targeting responsible consumption (SDG 12) and climate action (SDG 13), thereby fostering ecologically sustainable tourism in developing markets.

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