An Empirical Study about the Influence of Word of Mouth on Client Changing Behaviour: The Case of Computer Industry in the State of Kuwait

Said El Hajjar,Jaber Al Eidan

doi:10.5539/ijbm.v11n4p161

Abstract

The Word of Mouth (WOM) was recently considered by marketing management, and adapted by marketers in many industries such as computer manufacturing industry. The study investigated how WOM is presented by sender influences consumer switching behaviour during interaction in the different categories of situations within the computer industry. Five variables were tested to see their correlations with the WOM. These variables are: Switching Cost, Sender expertise, Receiver expertise, Sender Trustworthiness, and Tie Strength. Using convenience-sampling approach, the study obtained 130 usable surveys. Data was randomly selected from four different universities in Kuwait. Data analysis was done through the software SPSS, and the results were obtained through ANOVA. The regression analysis statistical method was implemented to test the influence of the five variables on the variable: Sender influence in Positive WOM. This paper drove its significance in providing empirically evidence that would help marketers to plan strategies or to choose the appropriate way in using the direct influence of WOM in marketing transactions.

Highlights

Word of Mouth (WOM) and customer switching behaviour is an important topic that has been considered in recent years by marketing management field and marketers
Related to Cohen (1988), the results reveals a large correlation between Sender expertise, Sender Trustworthiness, Tie Strength, Receiver expertise (r > 0.5) with WORD OF MOUTH of sender
The results of regression indicated that sender influence in Positive WOM is explained by the five variables; Sender expertise, Sender Trustworthiness, Tie Strength, Receiver expertise and Switching Cost

Summary

Introduction

Word of Mouth (WOM) and customer switching behaviour is an important topic that has been considered in recent years by marketing management field and marketers. Studies reported that the sender (the person who recommends products or services to someone else) credibility such as expertise, trustworthiness and opinion leader was considered a significant source that affects receiver (the person who is affected by sender) buying behaviour and switching behaviour (Anderson, 1998). Voluminous studies indicated that WOM did get the greatest consideration of the literature in the marketing markets (Herr et al, 1991; Hogan et al, 2004; Bansal, Taylor, & James, 2005; Dimitriades, 2006). Studies suggested that WOM communication has deemed as valuable mechanism for encouraging the promotion of a company's products and services (Dimitriades, 2006)

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