1 The Department of Communication, Business and Information Technologies, Roskilde University2 Innovation in Business and Enterprises, The Department of Communication, Business and Information Technologies, Roskilde University3 Department of Social Sciences and Business, Roskilde University4 Handelshögskolan i Stockholm/Stockholm School of Economics
Word-of-mouth (WOM) is often operationalized as recommendations, which is only one among several aspects of WOM. Therefore, a focus on recommendations is likely to misrepresent what customers say to other customers. Our empirical study found support for this argument: we found that the sender’s telling of what had happened to him/her, in terms of a story, is an additional part of WOM. We also found that customer satisfaction, generally considered a main determinant of WOM (when it is narrowly defined as recommendations), is a less potent predictor of WOM than the level of incongruence of the event triggering WOM.
Anzmac Annual Conference, 2011
Word of Mouth Recommendation
Main Research Area:
Australian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
ANZMAC : Australian New Zeeland Marketing Associationn