The Influence of Relationship Quality on Electronic Word of Mouth for Mobile Review Site Users in Saudi Arabia Market

The main objective of this study is to identify how the relationship quality between consumers and mobile phone companies can influence electronic word of mouth. Accordingly, to achieve this research objective, the quantitative approach was adopted, and the needed information was collected by constructing a survey questionnaire method addressed to the target participants. The quantitative study was conducted, allowing for the collection of evidences in the customer provider relationship on client satisfaction, trust, and commitment as connected to electronic word of mouth. A total of 401 respondents completed consumer questionnaires. The results confirmed that, the more positive electronic word of mouth present within the consumer relationship, the more likely other individuals were to acquire services with that organization. The level of positive electronic word of mouth was correlated to the level of commitment to the brand held by the consumers and the level of trust in the company held by the consumers. In addition to that, a significant positive relationship exists between customers’ satisfaction and electronic word of mouth. In light of these identified results, additional researches are necessary in order to more thoroughly explore the consumer business dynamic.