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Article

Dong‐Geun Oh

This study aims to investigate the influences of the selected antecedents on each type of complaining intentions and its relationship to complaining behavior of 582…

Abstract

Purpose

This study aims to investigate the influences of the selected antecedents on each type of complaining intentions and its relationship to complaining behavior of 582 university library users in South Korea.

Design/methodology/approach

Data were collected through a survey, using a convenience sample of 582 dissatisfied university library users from five major universities located in Taegu Metropolitan City and Kyoung‐pook Province in South Korea. The sample was proportionate to general users in the university libraries in these areas.

Findings

Perceived severity of dissatisfaction and personal norms had significant influences on the choice of negative wordofmouth intention, direct and indirect voice intentions, and third‐party complaint intention. Societal benefits had significant influences on the choice of exit, negative wordofmouth intention, and direct and indirect voice intentions. Difficulty of complaining and service importance had significant influences on negative wordofmouth intention, and likelihood of success had significant influences on the direct and indirect voice intentions. There were significant relationships between experiences of doing the same types of complaining behavior before and the same types of complaining intentions.

Research limitations/implications

This study was exploratory inorder to separate complaining intentions from the complaining behavior itself. Some variables, including external attribution and loyalty, which were not proved to be critical variables for complaining intentions, need to be investigated further to investigate whether or not they can be a useful variable for complaining behavior and intentions of academic library users. Some results from this study did not confirm the results of the study on the public library users that measured the complaint behavior and intentions together. Compared with the results of the study on the public library users, the values of adjusted R square in the regression of each dependent variables were much higher in this study except for the case of exit intention.

Practical implications

This study proved that the complaining intention model, separated from complaining behavior, could successfully be applied to academic library services.

Originality/value

Opines that feedback information through complaints can solve many problems and/or improve performance and service quality – and eventually help libraries satisfy their customers.

Details

Library Management, vol. 27 no. 3
Type: Research Article
ISSN: 0143-5124

Keywords

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Article

Lloyd C. Harris, Raymond P Fisk and Hana Sysalova

While the links between customer word-of-mouth and desirable organizational outcomes have been widely studied, the possibility that customers might routinely exaggerate…

Abstract

Purpose

While the links between customer word-of-mouth and desirable organizational outcomes have been widely studied, the possibility that customers might routinely exaggerate their consumption experience stories has been neglected.

Design/methodology/approach

The first exploratory study examined exaggerated and unexaggerated word-of-mouth and the targets of such activities. The second exploratory study focused on customer-exaggerated negative word-of-mouth and its drivers. The two experimental studies generated deeper insights into attributions of service failure and exaggerated negative word-of-mouth.

Findings

This research explicitly addresses customer exaggeration regarding service consumption and the reasons customers engaged in such behaviors. Study 1 focused on the scope and targets of exaggerated word-of-mouth, and Study 2 concentrated on identifying the drivers of exaggerated negative word-of-mouth. Studies 3 and 4 experimentally elucidated the cognitive mechanisms leading to exaggeration.

Research limitations/implications

Contributions include deeper understanding of the phenomenon of exaggerated negative word of mouth and developing and testing a model of the factors associated with consumers’ exaggerated negative word-of-mouth.

Practical implications

Implications include possible organizational and public policy actions to prevent Pinocchio customers from exaggerated negative word-of-mouth.

Originality/value

This paper explores the nature and scope of exaggerated customer word-of-mouth and contributes insights in four ways. First, this research explores the scope of consumer exaggeration during word-of-mouth storytelling and the intended targets of such communications. Second, this research focuses on exaggerated negative word-of-mouth and develops a conceptual model of the drivers of such activity. Third, the theory is tested and contributes empirical insights into exaggerated negative word-of-mouth. Fourth, through experiments, insights are gained into the cognitive mechanisms leading to exaggeration and the effects of attribution differences in personal versus service provider blame.

Details

Journal of Service Management, vol. 27 no. 2
Type: Research Article
ISSN: 1757-5818

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Article

W. Timothy Coombs and Sherry J. Holladay

The purpose of this research is to present a study designed to test if anger is a mediator in the relationship between crisis responsibility and negative wordofmouth and…

Abstract

Purpose

The purpose of this research is to present a study designed to test if anger is a mediator in the relationship between crisis responsibility and negative wordofmouth and crisis responsibility and purchase intention. Emphasizes the relationship between anger, crisis responsibility, and intended negative wordofmouth, what we call the negative communication dynamic. Researchers have just begun to explore the role of affect in crisis communication by linking it to behavioral intentions and proving that crisis affect is largely a function of crisis responsibility (perceived organizational responsibility for the crisis).

Design/methodology/approach

An experimental design is used to test for the mediator relationship. The design reflects the study's theoretical link to Attribution Theory.

Findings

The results support that anger is a moderator in the relationship between crisis responsibility and intended negative wordofmouth and between crisis responsibility and purchase intention.

Research limitations/implications

Future research should examine how crisis response strategies can be used to lessen anger and to reduce the likelihood of the negative communication dynamic.

Practical implications

Crisis managers can use the cues for estimating crisis responsibility to determine anger because of the strong correlation between the two variables. Crisis managers should engage in words and actions designed to reduce the anger and reduce the likelihood of the negative communication dynamic.

Originality/value

This paper provides novel insight into the role and value of anger in crisis communication.

Details

Journal of Communication Management, vol. 11 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

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Article

Birgit Leisen Pollack

The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are…

Abstract

Purpose

The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are compared. The differential effects of these four barriers on the valence of word of mouth (positive, negative), the type of word of mouth recipient (weak tie, strong tie) and the motives (catharsis, company sabotage) for spreading word of mouth are studied.

Design/methodology/approach

The data for empirically addressing a set of hypotheses were collected from 185 consumers. The hypotheses were analyzed using ANOVA models along with post hoc tests.

Findings

The results suggest that the type of exit barrier matters. Exit barriers, with respect to word of mouth activities, seem to fall on a continuum. On one extreme, the most detrimental barriers are monetary hurdles, and on the other end, the least detrimental barriers are convenience hurdles. Monetary barriers are responsible for the most negative word of mouth and company sabotage. Social and convenience barriers lead to significantly less.

Practical implications

The implications for erecting exit barriers are discussed. In particular, the value of monetary barriers is questioned. The benefits of such involuntary customer retention methods may be offset by the sabotage they invite through negative word of mouth.

Originality/value

The paper provides insights into word of mouth activities of dissatisfied customers that are trapped by various exit barriers. The word of mouth activities investigated include valence, recipient type and motives. The study contrasts monetary, service loss, social and convenience exit barriers.

Details

Journal of Services Marketing, vol. 31 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Rajat Roy and Vik Naidoo

This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of

Abstract

Purpose

This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product.

Design/methodology/approach

Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses.

Findings

Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention-focused people under positive word of mouth. Under negative word of mouth, in comparison to their counterparts, promotion-focused people still retained their preference for experience attributes, whereas prevention-focused subjects reversed their preference and maintained status quo.

Research limitations/implications

Future research may validate and extend authors’ findings by looking into the underlying process or studying additional word of mouth variables that may moderate the current findings.

Practical implications

The findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes.

Originality/value

The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or its further moderation by word of mouth valence.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Jeffrey G. Blodgett, Kirk L. Wakefield and James H. Barnes

Presents a dynamic model of the consumer complaining behaviorprocess. Is unique in that it distinguishes between negativewordofmouth that occurs prior to seeking redress…

Abstract

Presents a dynamic model of the consumer complaining behavior process. Is unique in that it distinguishes between negative wordofmouth that occurs prior to seeking redress (or in lieu of seeking redress) and negative wordofmouth that occurs after seeking redress. Another unique aspect of this study is that it specifically recognizes positive wordofmouth as a possible post‐complaint response. The results indicate that the major factor that determines why some dissatisfied consumers seek redress and give the seller a chance to remedy the problem, while others exit and engage in negative wordofmouth behavior, is the perceived likelihood of success. Results also show that, once a dissatisfied customer seeks redress, that person expects to receive a fair settlement but, more importantly, to be treated with courtesy and respect. Based on these results, discusses the pervasive effects of customer service on consumer complaining behavior, and offers managerial recommendations.

Details

Journal of Services Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Chow Hou Wee, Seek Luan Lim and May Lwin

Wordofmouth is a powerful communication tool which is often beyond the control of the marketer. This study used a 3 x 2 x 2 factorial experiment in a laboratory…

Abstract

Wordofmouth is a powerful communication tool which is often beyond the control of the marketer. This study used a 3 x 2 x 2 factorial experiment in a laboratory simulation to examine the main and interaction effects of three independent variables — message, source and user‐type — on credibility and behavior intention. The experiment involved 1,440 respondents from two different demographic sample groupings — secondary school students and undergraduates. ANOVA results for the experiments showed that, generally, source and user‐type were found to be significant factors affecting the credibility of wordofmouth. In terms of source, father was perceived to be more credible than close friend as a wordofmouth source. Likewise, past users were found to be more credible than non‐past users. Message was, however, found to affect significantly the behavioral intention variable. Negative message was found to generate the strongest negative behavioral intention than positive message and two‐sided messages. Two‐sided message was also found to have a stronger effect than positive message in behavioral intention. In addition, t‐tests results also revealed significant differences in perceptions between the two samples.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 7 no. 1/2
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article

Olavo Pinto and Amélia Brandão

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication…

Abstract

Purpose

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

Design/methodology/approach

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Findings

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Research limitations/implications

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Practical implications

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

Originality/value

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

Details

European Journal of Management and Business Economics, vol. 30 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

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Article

Xuehua Wang

This study aims to investigate the effects of inconsistent wordofmouth on service quality perception and purchase intention during the service encounter.

Abstract

Purpose

This study aims to investigate the effects of inconsistent wordofmouth on service quality perception and purchase intention during the service encounter.

Design/methodology/approach

A pilot study and a subsequent formal experiment with six scenarios were designed to test the inconsistent wordofmouth effect. Participants were recruited from a major university located in Southern China.

Findings

The results revealed that service quality perception and purchase intention were influenced more by the final wordofmouth event than by the initial one and were more favorable with more positive wordofmouth events.

Research limitations/implications

Further research should study more factors such as source effect of wordofmouth and knowledge about the service in investigating the inconsistent wordofmouth effect on service quality perception and purchase intention.

Practical implications

Consumers' service quality judgment and purchase intention seem to be highly driven by the most recent wordofmouth activities. Thus, to stimulate consumption levels, companies can use creative and innovative promotion tools for consumers to talk about their service and elicit consumers' purchase interest. Other tools such as involving consumers in delivering the service and developing referral incentive schemes are also beneficial to establish positive wordofmouth.

Originality/value

This paper adds value to the wordofmouth literature by studying the inconsistent wordofmouth effect on consumers' perceptions of service quality and purchase intention towards the service, which lacks strong conceptual and empirical evidence.

Details

Journal of Services Marketing, vol. 25 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Amod S. Athavale, Benjamin F. Banahan, III, John P. Bentley and Donna S. West-Strum

– This paper aims to identify antecedents and consequences of pharmacy loyalty behavior.

Abstract

Purpose

This paper aims to identify antecedents and consequences of pharmacy loyalty behavior.

Design/methodology/approach

A cross-sectional study was conducted. Constructs involved were measured using an online self-administered questionnaire. Data were analyzed using multivariate logistic and linear regression.

Findings

In all, 400 usable responses were obtained. General satisfaction (odds ratio [OR] = 1.52; p < 0.01; 95 per cent confidence interval [CI] = 1.12 to 2.06) and trust (OR = 1.81; p < 0.01; 95 per cent CI = 1.32 to 2.50) were found to have statistically significant relationships with loyalty behavior. General satisfaction (regression coefficient = 0.20; p < 0.01; 95 per cent CI = 0.09 to 0.31), explanation component of satisfaction with service quality (regression coefficient = 0.13; p < 0.01; 95 per cent CI = 0.04 to 0.21), consideration and technical competence components of satisfaction with service quality (regression coefficient = 0.18; p = 0.02; 95 per cent CI = 0.03 to 0.33) and trust (regression coefficient = 0.33; p < 0.01; 95 per cent CI = 0.21 to 0.45) were statistically significantly related to positive word-of-mouth promotion. General satisfaction (regression coefficient = −0.29; p < 0.01; 95 per cent CI = −0.3 to −0.18), consideration and technical competence components of satisfaction with service quality (regression coefficient = −0.17; p = 0.02; 95 per cent CI = −0.31 to −0.03) and trust (regression coefficient = −0.21; p < 0.01; 95 per cent CI = −0.33 to −0.10) had statistically significant relationships with negative word-of-mouth promotion.

Research limitations/implications

Pharmacists can utilize these results to develop better marketing strategies. These results can be used by researchers to forward this area of research. This study had some study design limitations that may affect its generalizability.

Originality/value

Effect of satisfaction as a multidimensional construct on pharmacy loyalty behavior and word-of-mouth promotion, identification of drivers of negative word-of-mouth promotion and effect of pharmacy trust on pharmacy loyalty behavior and word-of-mouth promotion are some of the major contributions of this study.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

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