willingness to spread positive word of mouth, referral, and complaint intention by many
researchers (Olsen, 2002; Kang, Nobuyuki and Herbert, 2004; Söderlund and Öhman, 2005).
The most commonly found studies were related to the ‘antecedents, moderating, mediating
and behavioral consequences’ relationships among these variables – customer satisfaction,
service quality, perceived value and behavioral intentions. However, there have been mixed
results produced.