Word-of-mouth is more than recommendations

Jan Mattsson; Magnus Söderlund

Word-of-mouth is more than recommendations

Jan Mattsson, Magnus Söderlund

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

Abstract

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.

Originalsprog	Engelsk
Titel	ANZMAC annual conference
Antal sider	7
Forlag	ANZMAC : Australian New Zeeland Marketing Associationn
Publikationsdato	2011
Status	Udgivet - 2011
Begivenhed	Australian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011 : Marketing in the Age of Consumerism: Jekyll or Hyde? - Perth Convention and Exhibition Centre, Perth, Australien Varighed: 27 nov. 2011 → 30 nov. 2011 http://anzmac2011.com.au/

Konference

Konference	Australian and New Zealand Marketing Academy Annual Conference (ANZMAC) 2011
Lokation	Perth Convention and Exhibition Centre
Land/Område	Australien
By	Perth
Periode	27/11/2011 → 30/11/2011
Internetadresse	http://anzmac2011.com.au/

Bibliografisk note

Proceeding findes kun på cd-rom

Link til dokument

ANZMAC2011word of mouthIndsendt manuskript, 74 KB

http://anzmac2011.com.au/

Citer dette

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abstract = "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{\textquoteright}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. ",

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