Thinking about the service encounter enhances encounter-related word-of-mouth

Jan Mattsson, Magnus Söderlund

Publikation: KonferencebidragPaperForskningpeer review

Abstract

This study examines the impact of thinking about a service encounter, after it has been completed, on telling others about it (i.e., word-of-mouth). The main finding was that encounter-related thinking boosted word-of-mouth. We also found that the think-talk association was mediated by (a) the memorability of the service encounter and (b) the extent to which what had happened had been subject to rehearsal with the purpose of telling others about it. These findings should be seen in relation to the literature’s view that customer satisfaction, not thinking, is a dominant predictor of word-of-mouth. Our results, however, indicate that satisfaction’s contribution to the variation in talking about the encounter was modest (and customer satisfaction played only a minor role in explaining why an encounter is thought about).

OriginalsprogEngelsk
Publikationsdato2017
StatusUdgivet - 2017
BegivenhedQuality in Services - Porto, Portugal
Varighed: 12 jun. 201715 jun. 2017
Konferencens nummer: 15
https://web.fe.up.pt/~quis15/program-2/program/

Symposium

SymposiumQuality in Services
Nummer15
LandPortugal
ByPorto
Periode12/06/201715/06/2017
Internetadresse

Citer dette

Mattsson, J., & Söderlund, M. (2017). Thinking about the service encounter enhances encounter-related word-of-mouth. Afhandling præsenteret på Quality in Services, Porto, Portugal.