Satisfaction and word-of-mouth moderated by choice: a service industry perspective

Purpose This study aims to examine how the number of choices consumers have influences provider satisfaction, plan satisfaction and positive word-of-mouth (WOM) in the health insurance industry. Design/methodology/approach Partial least squares (PLS) and structural equation modeling (SmartPLS) was used to conduct multi-group analysis to analyze the structural models. Data were collected online using Amazon mechanical turk, resulting in 425...