The impact of integrated multi-unit service touchpoints on word-of-mouth recommendations, product satisfaction, and repurchase intentions

The goal of this paper is to empirically measure the impact of multi-unit service touchpoints of dealership service and call center satisfaction toward word-of-mouth toward dealerships, product/brand satisfaction, and repurchase intentions. Based on structural equation modeling (SEM), the study found that dealership satisfaction with sequential service touchpoints significantly impacts word-of-mouth (WOM) recommendations toward dealership service but also repurchase intentions through the mediating effect of product/brand satisfaction. The model also reveals the extent to which the integration of call centers with sequential service touchpoints also impacts satisfaction and repurchase intentions. This study contributes to the service literature by closing an important knowledge gap in the area of ‘experiential’ services through the mapping of customer journeys. Theoretical and managerial implications are provided.