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The effect of word of mouth on services switching: Measurement and moderating variables

Florian v. Wangenheim (University of Dortmund, Dortmund, Germany)
Tomás Bayón (International University in Germany, Bruchsal, Germany)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 September 2004

Abstract

The effects of word of mouth (WOM) on the receiver's attitudes and intentions have been studied at length, but the question under which conditions WOM leads to a behavioural outcome (such as a purchase or switching decision) has received less attention. This paper studies the effects of WOM in the context of service provider switching. An empirical study is presented which researches whether perceived influence of a switching referral is related to subsequent switching behaviour, and whether the variables that have an effect on perceived influence of the switching referral also predict switching. Results show that the strength of WOM influence is determined by perceived communicator characteristics. Perceived risk dimensions, in turn, moderate these effects.

Keywords

Citation

v. Wangenheim, F. and Bayón, T. (2004), "The effect of word of mouth on services switching: Measurement and moderating variables", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1173-1185. https://doi.org/10.1108/03090560410548924

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited