Do women customers love to talk about financial brands? An empirical evidence on the mediated service responsiveness and brand sincerity in creating a positive word of mouth

Figures & data

Figure 1. Conceptual model

Table 1. Reliability & convergent validity

Variable	Cronbach’s Alpha	Composite Reliability (CR)	Average Variance Extracted (AVE)
CS	0.792	0.881	0.715
RES	0.873	0.913	0.725
SN	0.924	0.938	0.627
WOM	0.872	0.903	0.609

Table 2. Discriminant validity

Variable	CS	RES	SN	WOM
CS	0.845
RES	0.458	0.852
SN	0.406	0.479	0.792
WOM	0.417	0.359	0.561	0.780

Figure 2. Structural equation model

(Note- The nomenclature for the observed and latent items are being explained in Annexure)

Table 3. Path Coefficients and hypothesis testing (Direct Effects)

Hypothesis	Hypothesis Statement	Direct Effects	Path Coeff	P Values	Status
H1	Responsiveness has a significant impact on Customer Satisfaction	RES -> CS	0.342	0.000	Accepted
H2	Responsiveness has a significant impact on WOM	RES -> WOM	0.044	0.563	Not Accepted
H4	Sincerity has a significant impact on Customer Satisfaction	SN -> CS	0.242	0.003	Accepted
H5	Sincerity has a significant impact on WOM	SN -> WOM	0.453	0.000	Accepted

Table 4. Path coefficients and hypothesis testing (In-Direct Effects/Mediation Effects)

Hypothesis	Hypothesis Statement	Indirect Effects	Path Coeff	P Values	Status
H3	Customer Satisfaction mediated the relationship between Responsiveness and WOM	RES -> CS -> WOM	0.073	0.017	Accepted
H6	Customer Satisfaction mediated the relationship between Sincerity and WOM	SN -> CS -> WOM	0.052	0.062	Not Accepted

Table 5. Full collinearity VIFs

	INNER VIF VALUES
	CS	RES	SN	WOM
CS		1.278	1.388	1.336
RES	1.315		1.314	1.459
SN	1.661	1.539		1.383
WOM	1.467	1.567	1.267

Table

SN- Sincerity SN1 - The brand was down to earth SN2 - The brand was family oriented SN4 - The brand was honest SN5 - The brand was sincere SN6 - The brand was Real SN7 - The brand was wholesome SN8 - The brand was original SN9 - The brand was cheerful SN11 - The brand was friendly------------------------------ CS- Customer Satisfaction CS1 - The product was fully as per my expectations CS2 - The brand was very close to my perception of the Ideal Company CS3 - Overall I was fully satisfied

RES- Responsiveness RES1 - The company kept me informed about the schedules of the service to be performed RES2 - The company provided prompt service during purchase process RES3 - The company personnel were willing to help during the purchase process RES4 - The company showed readiness to respond to my requests during purchase process---------------------------------------- WOM – WOM WOM1 - I mention this service organization to others frequently WOM2 - I have told more people about this service organization than most other service organizations. WOM3 - I seldom miss an opportunity to tell others about this service organization WOM4 - When I tell others about this service organization, I tend to talk about the organization in great detail. WOM5 - I have only good things to say about this service organization WOM6 - I am proud to tell others that I bought from this service organization