کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029666 942651 2007 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment
چکیده انگلیسی

This study examines how receiving negative and positive word-of-mouth from satisfied and dissatisfied customers influences the potential customer. By explicitly including responses in terms of emotions—which hitherto have been neglected in research on word-of-mouth—it was found that emotional contagion and affect infusion were involved in the response process. The net effect was that receiving positive word-of-mouth as opposed to receiving negative word-of-mouth produced more positive evaluations of the service firm in the word-of-mouth conversation and higher levels of purchase intent vis-à-vis this firm. The results are thereby consonant with implicit assumptions in existing literature that word-of-mouth from the existing customer may have a significant impact on the potential customer, and this study indicates that emotional variables play an important role in the influence process.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 14, Issue 2, March 2007, Pages 123–136
نویسندگان
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