A Study on Effect of Brand Credibility on Word of Mouth: With Reference to Internet Service Providers in Malaysia

摘要

Service industries have chosen the significance of customers’ satisfaction and loyalty in one side, and the retention of these customers in another side. Factors influencing the retention of customers in which brand credibility is one. Despite there have been studies targeting issues of brand, satisfaction and loyalty; this study included word of moth to fill the existing gap in the Internet service providers in Malaysia. 120 respondents participated in this study, which all were customers of Internet services for at least 2 years. This study found that brand credibility has positive impact on word of mouth through customers’ satisfaction and loyalty.