Purpose - This study aims to assess six aspects of resident satisfaction (satisfaction with room, home, social interaction, meals service, staff care, and resident involvement) and to identify the most influential aspect of satisfaction upon word-of-mouth (WOM) intention in a continuing care retirement community (CCRC). Design/methodology/approach - A total of 293 paper survey questionnaires with a cover letter and postage paid envelopes were mailed to the CCRC residents. To test reliability and validity of the multidimensional resident satisfaction, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used. Then, the structural equation modeling technique (SEM) was applied to test causal relationship between resident satisfaction and WOM intention. Multiple regression was used to identify the most influential aspect of resident satisfaction on WOM intention in the CCRC. Findings - The results of EFA and CFA on the 157 responses received out of the total 293 surveys indicated that six dimensions of resident satisfaction were statistically distinct. Among the six dimensions, satisfaction with resident involvement, social interaction, and staff care significantly influenced their WOM intention. Furthermore, the most influential aspect of satisfaction upon WOM intention was resident involvement. Research implications or Originality - This study empirically tested the six dimensions of CCRC resident satisfaction, and identified resident involvement as the most influential factor upon WOM intention in a CCRC where WOM intentions plays a crucial role during the selection process of prospective residents.
Ⅱ. Theoretical Background