Title: Impact of perceived value of services and buzz marketing on the relationship between service quality and customer satisfaction: a meta-analysis

Authors: Praveen Kumar Pandey; Amandeep Dhaliwal

Addresses: Faculty of Management Studies, Manav Rachna International Institute of Research and Studies (MRIIRS), India ' Faculty of Management Studies, Manav Rachna International Institute of Research and Studies (MRIIRS), India

Abstract: This study examined the relationships between service quality (SQ), perceived value (PV), buzz marketing, and customer satisfaction (CS) in the Delhi and NCR regions. The results showed that all four variables are positively related. SQ dimensions such as tangibles, responsiveness, assurance, and empathy positively impacted PV, while reliability had no significant effect. Both PV and buzz marketing had a positive influence on CS. Also, they had a positive and significant moderating effect on the relationship between SQ and CS. These findings suggest that companies in the Delhi and NCR regions can improve CS by focusing on SQ and PV and generating positive buzz about their products and services. Future research could explore the impact of these variables on post-purchase behaviour and the role of customer demographic characteristics on PV. Longitudinal data could also provide more insights into the relationships between these variables.

Keywords: services; service quality; perceived value; customer satisfaction; profitability; marketing; buzz; word-of-mouth; WOM.

DOI: 10.1504/IJSOM.2025.145540

International Journal of Services and Operations Management, 2025 Vol.50 No.4, pp.415 - 435

Received: 03 Sep 2022
Accepted: 25 Jan 2023
Published online: 03 Apr 2025 *

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