A Study on Measuring Perceived Service Quality Using User-generated Contents (UGC) and on the Effect of Electronic Word-of-Mouth (eWOM) on Customers’ Uncertainty in Service Quality

Abstract

This study aimed to measure perceived service quality by analyzing consumer reviews posted on online review platforms. The proposed Perceived Service Quality Index (PSQI) was validated by examining whether its five dimensions could explain overall satisfaction, a non-financial performance indicator for customers. The findings showed that the PSQI was partially valid, with four out of five dimensions significantly explaining the average rating, a proxy for overall satisfaction. To demonstrate the applicability of the PSQI, this study also investigated the impact of electronic word-of-mouth (eWOM) on consumers' uncertainty in perceived service quality using longitudinal PSQI data. The findings indicate curvilinear relationships between eWOM and consumers' uncertainty in the dimensions of assurance, tangibility, and food. Specifically, insufficient information in the eWOM environment may increase uncertainty in these service quality dimensions, while exceeding a certain level of eWOM may decrease uncertainty. Therefore, this study suggests that restaurant managers should continuously monitor and manage the information level distributed through online review platforms to reduce consumer uncertainty in the purchasing decision-making process.