How does word of mouth affect customer satisfaction?

2016 ◽  
Vol 31 (3) ◽  
pp. 393-403 ◽  
Author(s):  
Wenhua Shi ◽  
Lingshu Tang ◽  
Xiaohang Zhang ◽  
Yu Gao ◽  
Yameng Zhu
Keyword(s):  
Experimental Study ◽  
Customer Satisfaction ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Causal Relation ◽  
Experience Goods ◽  
Content Type ◽  
Customer Expectation ◽  
Managerial Perspective

Purpose Although word of mouth (WOM) affects customers’ purchasing intentions to a large extent, prior research has neglected the role of WOM as a driver of customer satisfaction. Design/methodology/approach Several scholars have suggested that WOM can not only affect customer expectation but also can influence perceived quality. Consistent with existing research results and the expectancy disparity model, this paper established a causal relation between WOM and customer satisfaction and confirmed it was drawing on an experimental study. Findings This paper indicates that positive or negative WOM affects customer satisfaction by promoting or lowering customers’ expectations. This relation is moderated by product type, rather than the source of the WOM. With experience goods, positive (negative) WOM will decrease (increase) customer satisfaction. However, with search goods, positive (negative) WOM will increase (decrease) customer satisfaction. Originality/value The results of this study have implications for academia and management. Academically, this study establishes the causal relation between WOM and customer satisfaction, expanding the research on the relation between WOM and satisfaction. From a managerial perspective, the promotion of WOM also can create certain service risks.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

A new recommendation system on the basis of consumer initiative decision based on an associative classification approach

2018 ◽  
Vol 118 (1) ◽  
pp. 188-203 ◽  
Author(s):  
Chengxin Yin ◽  
Yan Guo ◽  
Jianguo Yang ◽  
Xiaoting Ren
Keyword(s):  
Experimental Study ◽  
Customer Satisfaction ◽  
Design Methodology ◽  
Recommendation System ◽  
Classification Method ◽  
Personalized Recommendation ◽  
Associative Classification ◽  
Content Type ◽  
Classification Approach ◽  
Potential Buyer

Purpose The purpose of this paper is to improve the customer satisfaction by offering online personalized recommendation system. Design/methodology/approach By employing an innovative associative classification method, this paper is able to predict a customer’s pleasure during the online while-recommending process. Consumers can make an active decision to recommended products. Based on customer’s characteristics, a product will be recommended to the potential buyer if the model predicts that he/she will click to view the product. That is, he/she is satisfied with the recommended product. Finally, the feasibility of the proposed recommendation system is validated through a Taobao shop. Findings The results of the experimental study clearly show that the online personalized recommendation system maximizes the customer’s satisfaction during the online while-recommending process based on an innovative associative classification method on the basis of consumer initiative decision. Originality/value Conventionally, customers are considered as passive recipients of the recommendation system. However, customers are tired of the recommendation system, and they can do nothing sometimes. This paper designs a new recommendation system on the basis of consumer initiative decision. The proposed recommendation system maximizes the customer’s satisfaction during the online while-recommending process.

Generating customer engagement in electronic-brand communities: a stimulus–organism–response perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Hasnain Abbas Naqvi ◽  
Yushi Jiang ◽  
Mishal Naqvi
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Emerging Market ◽  
Customer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Market Sample ◽  
The Relationship

PurposeThis article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.Design/methodology/approachA survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.FindingsEach community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.Originality/valueAn original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

Search effort and retail outcomes: the mediating role of search disconfirmation

2018 ◽  
Vol 35 (7) ◽  
pp. 698-708 ◽  
Author(s):  
Stephanie Gillison ◽  
Kristy Reynolds
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Content Type ◽  
Search Effort ◽  
Mediating Role ◽  
Managerial Implications ◽  
Survey Results ◽  
The Relationship

PurposeThe purpose of this paper is to investigate how shoppers’ expectations regarding the amount of search and disconfirmation of these search expectations affect outcomes of the shopping trip.Design/methodology/approachA survey of shoppers is used to test the proposed hypotheses.FindingsSurvey results indicate that search disconfirmation is conceptually distinct from but related to search effort and search regret. The results show that negative search disconfirmation mediates the relationship between search effort and shopper satisfaction, hedonic and utilitarian shopping value, choice confidence, search regret and negative word-of-mouth intent.Originality/valueThe findings underscore that search effort itself is not negative for shoppers. However, when search effort is perceived as excessive compared to shoppers’ expectations, negative retail outcomes can occur. Theoretical and managerial implications are discussed.

Personalized and cued advertising aimed at children

2019 ◽  
Vol 20 (2) ◽  
Author(s):  
Kristien Daems ◽  
Freya De Keyzer ◽  
Patrick De Pelsmacker ◽  
Ingrid Moons
Keyword(s):  
Public Policy ◽  
Behavioral Intention ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Behavioral Responses ◽  
Joint Effect ◽  
Content Type ◽  
Personalized Advertising ◽  
Positive Effect

Purpose The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention. Design/methodology/approach A 2 (personalized ad vs non-personalized ad) × 2 (advertising cue vs no advertising cue) between-subjects design was tested among 167 Belgian children aged 9-13 by means of an in-class online experiment. Findings Personalization combined with an advertising cue increases the awareness of selling intent but influences neither Aad nor WOM intention. Awareness of selling intent does not affect WOM intention. Personalization does not increase Aad. Aad has a positive effect on WOM intention. Research limitations/implications Implementing a clear advertising cue enhances children’s awareness of selling intent of personalized advertising but does not affect behavioral intention. Public policy, the advertising community and the educational system should take these insights into account when developing regulations, ethical advertisements and educational packages to improve children’s understanding and responses to contemporary advertising formats. Originality/value The study is the first one to investigate the joint effect of advertising personalization and an advertising cue on awareness of selling intent and on evaluative and behavioral responses of children. Additionally, the role of Aad and awareness of selling intent for the development of WOM intention is explored.

Gradual vs entire sponsorship termination

2018 ◽  
Vol 19 (4) ◽  
pp. 433-449 ◽  
Author(s):  
Christopher Dick
Keyword(s):  
Experimental Study ◽  
Design Methodology ◽  
Negative Effects ◽  
Negative Attitudes ◽  
Content Type ◽  
Mediating Role ◽  
Soccer Team ◽  
Exit Options ◽  
Practical Implications

Purpose The few studies on the effects of a sponsorship termination do not consider the effects of different exit options on consumers’ attitudes toward the exiting sponsor. To fill this gap, the purpose of this paper is to investigate the effects of the extent of the exit (gradual vs entire) as well as the timing of the announcement (early vs late) on consumers’ attitudes. Moreover, this research considers the mediating role of the perceived abandonment of the sponsored party. Design/methodology/approach This research uses an experimental study (n=204). Data were collected among supporters of a German second division soccer team. Findings The results emphasize that the extent of the exit as well as the timing of the announcement influences consumers’ attitudes. They develop negative attitudes toward the withdrawing sponsor, especially when the sponsor exits entirely instead of gradually and announces the decision late instead of early. Furthermore, the results reveal that the perceived abandonment of the sponsored party mediates the effect of the extent of exit on attitudes. Practical implications The results help to formulate several exit options for the withdrawing sponsor that will help to minimize the possible negative effects on their brand. Specifically, the author recommends a gradual exit as well as an early announcement of the decision to prevent negative effects on the sponsor brand. Originality/value This study expands the research on the effects of a sponsorship termination on consumers’ attitudes toward the sponsor brand. Specifically, it is the first study that considers several aspects regarding the sponsor management of a sponsorship termination as important determinants of consumers’ attitudes.

Exploring the role of leadership style on the service quality-customer satisfaction link

2016 ◽  
Vol 8 (1) ◽  
pp. 88-101 ◽  
Author(s):  
Angelos Pantouvakis ◽  
Christos Patsiouras
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Leadership Style ◽  
Design Methodology ◽  
Small Enterprises ◽  
Quality Performance ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the influence of the leadership style on the service quality–customer satisfaction link. Design/methodology/approach – A special survey instrument was developed and tested with the use of exploratory factor and regression analyses. Findings – Data from 118 small enterprises were collected through personal interviews, and results supported that the level of leadership style moderates the relationship between service quality and customer satisfaction despite what is commonly believed that leadership actually is a prerequisite of service quality. Practical/implications – Based on the fact that there is no literature connecting quality and satisfaction with leadership style, practitioners may be interested in finding out that executives’ behavior can influence the service provided to customers. Originality/value – Leadership style is a concept which has been associated with many variables such as service quality, performance and job satisfaction. In the marketing literature, it has been widely accepted that service quality is positively related to customer satisfaction. This work is the first trying to examine the effect of leadership style on service quality–customer satisfaction linkage under conditions of environmental uncertainty and instability.

Information organizations and the Lean approach to service delivery

2015 ◽  
Vol 31 (4) ◽  
pp. 158-162 ◽  
Author(s):  
H Frank Cervone
Keyword(s):  
Customer Satisfaction ◽  
Service Delivery ◽  
Design Methodology ◽  
Organizational Improvement ◽  
Content Type ◽  
General Overview ◽  
High Level

Purpose – The purpose of this paper is to introduce the Lean services methodology as a mechanism for improving products and services in libraries and information organizations. Through a high-level exploration of the philosophy, goals and principles of the methodology, the reader will gain an understanding of the methodology and its usefulness to information organizations. Design/methodology/approach – This paper is a general overview of the philosophy, goals and principles of the Lean services methodology. As such, it serves as a brief introduction to the topic. Findings – The Lean services methodology is an important tool for libraries and information organizations as they attempt to improve customer satisfaction and service. Having been adapted from the principles used in manufacturing to improve processes and customer satisfaction, Lean services is an appropriate tool to enable organizational improvement through individual empowerment. Originality/value – While the Lean services methodology has been widely adopted in other service-based industries, there is scant literature about the role of Lean services in libraries and information organizations.

scholarly journals Vulnerable adults in police custody

2019 ◽  
Vol 22 (1) ◽  
pp. 5-8
Author(s):  
Ian Cummins
Keyword(s):  
Design Methodology ◽  
Research Literature ◽  
Police Custody ◽  
England And Wales ◽  
Content Type ◽  
Increased Risk ◽  
Vulnerable Adults

Purpose The purpose of this paper is to discuss the recent National Appropriate Adult Network (NAAN) report on the role of the appropriate adult. Design/methodology/approach This paper is based on the NAAN report and a review of relevant policy and research literature. Findings There to Help 2 highlights that there are still significant gaps in the provision of appropriate adult schemes across England and Wales. These gaps potentially place vulnerable adults at increased risk. Originality/value This paper is a review of recent research.

Overcoming counter-knowledge through telemedicine communication technologies

2017 ◽  
Vol 31 (7/8) ◽  
pp. 730-745 ◽  
Author(s):  
Jorge Cegarra-Sanchez ◽  
Juan-Gabriel Cegarra-Navarro ◽  
Anthony Wensley ◽  
Jose Diaz Manzano
Keyword(s):  
Learning Process ◽  
Design Methodology ◽  
Communication Technologies ◽  
Regional Hospital ◽  
Potential Contribution ◽  
Exploration And Exploitation ◽  
Negative Effects ◽  
Content Type

Purpose Knowledge acquired from sources of unverified information such as gossip, partial truths or lies, in this paper it is termed as “counter-knowledge.” The purpose of this paper is to explore this topic through an exploration of the links between a Hospital-in-the-Home Units (HHUs) learning process (LP), counter-knowledge, and the utilization of communication technologies. The following two questions are addressed: Does the reduction of counter-knowledge result in the utilization of communication technologies? Does the development of counter-knowledge hinder the LP? Design/methodology/approach This paper examines the relevance of communication technologies to the exploration and exploitation of knowledge for 252 patients of a (HHU) within a Spanish regional hospital. The data collected was analyzed using the PLS-Graph. Findings To HHU managers, this study offers a set of guidelines to assist in their gaining an understanding of the role of counter-knowledge in organizational LPs and the potential contribution of communication technologies. Our findings support the proposition that the negative effects of counter-knowledge can be mitigated by using communication technologies. Originality/value It is argued in this paper that counter-knowledge may play a variety of different roles in the implementation of LPs. Specifically, the assignment of communication technologies to homecare units has given them the means to filter counter-knowledge and prevent users from any possible problems caused by such counter-knowledge.

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