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The present study aims to focus on the factors influencing the wellness customer to involve in electronic word of mouth and evaluate and measure the relationship between them. For this, the study followed three research phases: identification of factors through a review of literature, using expert opinion for selecting essential and relevant factors for the study, and applying a total interpretive structural modelling approach to reflect the appropriate association between different factors. A total of eleven factors, including the four that surfaced during the discussion with the experts, were service experience, gratitude, moral obligation, and trust. The other seven were altruism, hedonic value, self-enhancement, social affiliation, venting emotions, advice seeking, and economic incentive. These eleven factors were partitioned into four levels through the iteration process. The factors were categorised under independent, dependent, and linkage using MICMAC analysis. The results highlight a strong influence of economic incentives on wellness customers to engage in electronic word of mouth. The suggested model provides valuable insights to marketing practitioners and researchers that may assist them in designing campaigns around these factors in order to maximise the engagement of wellness customers through electronic word of mouth.

What influences wellness customers to engage in electronic word of mouth? A total interpretive structural modelling approach