Word of mouth replication and evaluation in today’s modern service marketing environment

Purpose This paper aims to convey: the criticality of word of mouth (WOM) within today’s modern service marketing environment; the importance of replication as a fundamental pillar of scientific research; and of greatest salience here, via replication, re-evaluation of one of service marketing’s highly cited WOM articles (Bansal and Voyer, 2000). Since its publication over 25 years ago, influential marketplace forces have been active. The modern service marketing environment is: dynamic; technology-focused (digitally driven); and increasingly customer-centric. Hence, the time has come to revisit this seminal study with a view to determining if it has stood the test of time. Design/methodology/approach At the core of this paper is an empirical, replicative approach to assessing the original model. Using survey methodology, the authors use a very large sample (N = 709); substantially larger than the original article’s sample (N = 113). Comprehensive analyses used structural equation modeling. Findings Results demonstrated the successful replication of a major WOM study, suggesting that original findings were remarkably robust given advances in time and service marketing changes. The original study’s outcomes have withstood the test of time. Effects of WOM processes as they impact the influence of WOM on service purchase decisions remain critical. Research limitations/implications This replication has reinforced the understanding of service-oriented WOM processes. Service researchers should further explore WOM by considering impacts of influential marketing constructs, such as co-creation, involvement (with the service purchase) and potential moderating relationships associated with tie strength. The original article remains relevant but should be contextualized in today’s digital environment. Originality/value With this replication and application to the modern service marketing environment, service marketing scholars and practitioners should recognize that interpersonal forces (related to tie strength) remain exceptionally influential in service purchases. These validated insights can be leveraged in service marketing communications and promotional efforts.