THE FACTORS OF SERVICE QUALITY CONTENT IN WEBSITE ADVERTISING HAVE AN IMPACT ON CUSTOMER WORD-OF-MOUTH AND REPURCHASE BEHAVIOR OF COMPANIES IN THE EASTERN

Abstract

This study aims to investigate the impact of service quality content factors in website advertising on customer word of mouth and repurchase intention for logistics companies in the Eastern region. The objectives are: 1) To compare customer word of mouth and repurchase intention categorized by organizational characteristics; 2) To examine the influence of service quality content factors in website advertising on customer word of mouth and repurchase intention. This research adopts a quantitative approach. The population and sample group for this study are industrial establishments in the Eastern region, totaling 400 respondents. The findings reveal that: 1) Customer word of mouth and repurchase intention vary according to organizational variables such as business type, business operation duration, business nature, company size, and duration of using the company's transportation services; 2) Service quality content factors in website advertising, including content related to reliability, guarantee, and security, significantly influence overall customer word of mouth and repurchase intention.