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All Journal International Journal for Applied Information Management
O. Guballo, Jayvie
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Events’ Service Quality and Electronic Word of Mouth: The Mediating Role of Customer Satisfaction  Joseph B. Marquez, Mark; Albert Andal, Julien; Molina, Gabriel; Bianca Oliveros, Maria; O. Guballo, Jayvie
International Journal for Applied Information Management Vol. 6 No. 1 (2026): Regular Issue: April 2026
Publisher : Bright Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/ijaim.v6i1.117

Abstract

High-touch events emphasize direct artist–fan interaction and have become an important driver of engagement and economic activity in the entertainment industry. However, limited research has examined how service quality in such events influences customer satisfaction and electronic word-of-mouth (e-WOM), particularly in the Philippine context. This study aims to investigate the relationships between high-touch event service quality, customer satisfaction, and e-WOM, as well as the mediating role of customer satisfaction. A quantitative research design was employed using survey data collected from 291 respondents who had attended high-touch events in Metro Manila. Data were analyzed using weighted mean, Pearson correlation, and mediation analysis. The results revealed that service quality has a strong positive relationship with customer satisfaction (r = 0.821, p < 0.05) and e-WOM (r = 0.835, p < 0.05). Customer satisfaction also significantly influences e-WOM (r = 0.786, p < 0.05) and partially mediates the relationship between service quality and e-WOM. These findings indicate that improving service quality in high-touch events enhances customer satisfaction, which in turn promotes positive e-WOM. The study highlights the importance of delivering high-quality interactive experiences to strengthen customer retention and engagement in the event industry.
The Mediating Effect of Perceived Satisfaction on the Relationship of Service Quality and Willingness to Recommend: The Case of Custom Phone Case Vending Machine Miguel E. Bonquin, Aleen; Mariele C. Bataycan, Allaiza; Kian G. Bautista, Angelo; Calvin S. Bascones, Jan; Jan B. De Guzman, Travis; O. Guballo, Jayvie
International Journal for Applied Information Management Vol. 6 No. 1 (2026): Regular Issue: April 2026
Publisher : Bright Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/ijaim.v6i1.118

Abstract

This study aims to examine the mediating role of perceived satisfaction in the relationship between service quality and willingness to recommend in the context of a custom phone case vending machine. Despite the growing adoption of automated retail technologies, limited empirical studies have explored customer behavior in personalized vending services, particularly in emerging markets. Addressing this gap, the study employed a descriptive-correlational research design with 319 respondents from selected shopping malls (Robinsons Galleria, SM Fairview, and SM Aura). Data were analyzed using weighted mean, regression analysis, and Sobel test to assess both direct and indirect relationships among variables. The findings indicate that respondents reported high perceptions across all SERVQUAL dimensions (reliability, assurance, tangibles, empathy, and responsiveness), suggesting strong overall service performance. Perceived satisfaction (M = 4.36) and willingness to recommend (M = 4.38) were also rated highly, indicating positive customer evaluations and advocacy intentions. Mediation analysis revealed that perceived satisfaction partially mediates the relationship between service quality and willingness to recommend. This suggests that while service quality directly influences recommendation behavior, it also exerts an indirect effect through enhanced customer satisfaction. This study contributes to the extension of service quality and customer behavior models in automated retail contexts by demonstrating both direct and mediated effects of service quality on recommendation intention. Practically, the findings highlight the importance of maintaining high service standards and optimizing customer experience in vending-based retail systems to strengthen satisfaction and encourage positive word-of-mouth.
Co-Authors Albert Andal, Julien Bianca Oliveros, Maria Calvin S. Bascones, Jan Jan B. De Guzman, Travis Joseph B. Marquez, Mark Kian G. Bautista, Angelo Mariele C. Bataycan, Allaiza Miguel E. Bonquin, Aleen Molina, Gabriel