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Article
Publication date: 19 December 2024

Pushpa Mahat and Suraj Kushe Shekhar

Anchoring on expectancy disconfirmation theory, this study aims to investigate the influence of product quality, customer satisfaction and word-of-mouth (WOM) on improved cook…

Abstract

Purpose

Anchoring on expectancy disconfirmation theory, this study aims to investigate the influence of product quality, customer satisfaction and word-of-mouth (WOM) on improved cook stoves (ICSs). The study also examines customer satisfaction as a mediator and explores a case-specific analysis of the interrelationships.

Design/methodology/approach

Data were elicited using a structured survey conducted during February 2024 across rural, semirural and urban areas in Nepal. A purposive sampling method was used, distributing 300 questionnaires and obtaining 222 valid responses, reflecting a response rate of 74%. Respondents included 70 females and 152 males, with an average age of 32.42 years, and 48.2% of the population from rural areas. Hypotheses tested included product quality affecting WOM, product quality impacting customer satisfaction and customer satisfaction mediating the relationship between product quality and WOM. PLS-SEM was used for hypothesis testing.

Findings

The results reveal that product quality significantly enhances WOM and customer satisfaction. Furthermore, customer satisfaction mediates the relationship between product quality and WOM, emphasizing the importance of satisfaction as a driver of positive WOM.

Research limitations/implications

The study focuses on ICS adoption in a specific region. Future research should explore these dynamics across different cultural and geographic contexts to validate and generalize the findings.

Originality/value

This research provides a novel perspective on the role of product quality and customer satisfaction in driving WOM for ICSs. It highlights how consumer satisfaction mediates these relationships, offering actionable insights for improving ICS adoption strategies.

Details

International Journal of Energy Sector Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6220

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