1.
Saling
– Economics And Business Faculty, Yapis University Papua, Jayapura, Indonesia.
2.
Jumriaty
– Economics And Business Faculty, Yapis University Papua, Jayapura, Indonesia.
Abstract
Previous scholars have frequently studied the impact of service quality on the willingness to spread a positive Word of Mouth (WoM). However, it is considered necessary to conduct further research that discusses how emotional factors from customers affect the relationship between service quality and positive WoM. This study found that not all customers who are satisfied with the delivered services have a high desire to recommend the tourism services to others. Specifically, it was found that only customers who were satisfied and grateful for the service wished to spread positive WoM. Given the importance of positive WoM for the development of tourism service businesses, this research is considered to have significant practical and theoretical contributions.
Keywords Service Quality, Customer Satisfaction, Gratitude, Positive WoM, Tourism
