Negative Word Of Mouth Communication Research Articles

The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

Testing workplace hazing, moral disengagement and deviant behaviors in hospitality industry

PurposeThis study aims to assess the direct impact of workplace hazing and the indirect impact via moral disengagement on organizational deviance behavior and negative word-of-mouth (WOM) communication in the hospitality industry of Pakistan. This research also addresses the significance of psychological (resilience) and social factors (friendship prevalence) as moderators of the relationship between workplace hazing and moral disengagement.Design/methodology/approachUsing a multirespondent strategy, the data was collected from 319 newcomers employed in the Pakistani hospitality industry and analyzed using structural equation modeling.FindingsThe results reveal that workplace hazing increases moral disengagement, organizational deviance and negative WOM communication. Moreover, various psychological factors can significantly decrease and mediate the negative influence of workplace hazing on moral disengagement.Practical implicationsThe managers should explicitly and formally handle the workplace hazing issues like harassment and bullying to build a positive working environment for newcomers.Originality/valueThis study addresses a gap in determining the significance of workplace hazing and its impact on moral disengagement, organizational deviance and negative WOM communication. Also, this study contributes to the literature by examining either social or psychological factors that play an important role in dampening the negative impact of workplace hazing.

The Effect of Brand Value on Word of Mouth Communication

Marka değerinin ağızdan ağıza iletişim üzerindeki etkisinin incelendiği bu araştırma, İstanbul vakıf üniversitelerindeki havacılık bölümlerinde öğrenim gören ön lisans öğrencileri üzerinde gerçekleştirilmiştir. Örneklem seçiminde, “Kolayda Örneklem Tekniğinden” yararlanılmıştır. Araştırma verileri, anket tekniği ile toplanmıştır. Katılımcılara Google Form üzerinden dağıtılan anketlerden geçerli olarak kabul edilen 507 adet veri, SPSS 26 ve AMOS 21 programlarına aktarılarak gerekli analizler yapılmıştır. Analizler neticesinde, marka değerinin ağızdan ağıza iletişim ve olumlu ağızdan ağıza iletişim üzerinde pozitif ve yüksek düzeyde bir ilişkiye sahip olduğu tespit edilmiştir. Bununla birlikte, marka değerinin olumsuz ağızdan ağıza iletişim üzerindeki etkisi negatif ve orta düzeyde bulunmuştur. Araştırma, marka değerinin yüksek olduğu vakıf üniversitelerinde öğrencilerin olumlu ağızdan ağıza iletişim faaliyetlerinde bulunurken, olumsuz ağızdan ağıza iletişim faaliyetlerinde bulunmadıklarını göstermiştir. Anova testleri neticesinde havacılık bölümü ön lisans öğrencilerinin marka değeri, olumlu ve olumsuz ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre farklılık göstermişken, ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre bir farklılık göstermemiştir.

Importance of Applying Business Ethics To Bakery Small Business

This research aims to analyze and determine the application of business ethics in the Bakery small business in Sumenep Regency. This study uses qualitative analysis methods, to obtain information carefully with in-depth interview techniques. Observation technique with direct observation in the field is used to support the results of research. The application of business ethics is examined in terms of ethical values / morality such as fairness, trust and honesty of the products, customers and employees of the Bakery small business. The study was conducted at Anita Bakery's small business in Sumenep.The results showed that the application of business ethics by Anita Bakery's small businesses in terms of trust and honesty in the product was quite good. This is evidenced by the level of customer loyalty that still persists. The application of business ethics in terms of fairness, trust and honesty towards customer service is quite good, it can be seen from the less complaints, the absence of negative word of mouth communication about the company and consumers are still loyal to the product. The application of business ethics in terms of fairness, trust and honesty towards employees is quite good, this can be seen from the number of employees who last long working in this company. However, it still needs to be considered in the application of business ethics to employees, because the company has not implemented fairness employee recruitment.

Listening to and Learning from Graduates‘ Perceptions: Implications for Change?

The impact of Word of Mouth Communication (WoMC) in attracting new candidates, and thus contributing to the sustainability of Higher Education Institutions, is highlighted in the literature along with its importance as an indicator for quality improvements in course provision. In the present study graduates were questioned concerning their intention to recommend Master courses depending on satisfaction, and tracking any specific characteristics or attitudes which formulate positive or negative WoMC after graduation. A total of 162 Master graduates in Health Management, academic years of admission 2003-2007, completed satisfaction questionnaires which were developed by the authors. WoMC was recorded through the relevant questions in the same questionnaire. Demographic, vocational, educational variables and a satisfaction score based on questionnaire, were tested, in order to measure the effect on strengthening WoMC, using simple and multiple logistic regression. Graduates, who showed high overall satisfaction level of the Master Program they had attended, adopted positive WoMC recommending it to interested parties (OR: 1.11, 95% CI: 1.05-1.17). In contrast, negative WoMC was adopted by those who were unemployed or who have been looking for work when surveyed, (OR: 0.12, 95% CI: 0.02-0.63). It is the first time that Health Management Master graduates of Greek public institutions have been surveyed concerning the effect of satisfaction along with individual characteristics (like sex, age, marital status, first obtained degree, employment status, work consistency with degree) on their intention to recommend the Master courses in question to others. The improvement of career prospects leading to positive WoMC can both attract new students enhancing sustainability of Master courses and also offer stakeholders among others a valuable indicator concerning improvements regarding educational quality.

A dynamic marketing model for hybrid electric vehicles: A case study of Taiwan

This study uses an integrated model utilizing a small-world network and choice-based conjoint adoption model to examine the dynamics of consumer choice and diffusion in the hybrid electric vehicles market. It specifically compares the effectiveness of hybrid diffusion through the traditional word of mouth and via social media. The results show that without the advantage of increased gasoline prices, the growth of the hybrid vehicles market is insignificant, and that the Internet has a significant influence on the word of mouth effect in the purchasing process. Hybrid electric vehicles market shares decrease dramatically as a result of negative word of mouth communication via social media. The use of a higher fuel taxes is more effective than providing a subsidy for disposing of old vehicles and purchasing a hybrid.

Toward Understanding Consumer Processing of Negative Online Word-of-Mouth Communication

Although many hospitality organizations strive to handle negative word of mouth (NWOM) online, limited research has attempted to understand the influence of NWOM on potential consumers’ buying behaviors in order to suggest the appropriate organizational response strategies to NWOM communication. In an attempt to bridge this gap, the authors identified the roles of consensus in NWOM communication and how organizational responses to NWOM affect the ways in which potential consumers evaluate service organizations—by making attributional judgments and forming attitude. The results show that consensus in online NWOM communication plays a pivotal role in influencing how potential consumers incorporate NWOM into their evaluations about the organization. Additionally, these NWOM consensus effects are contingent on organizational response strategies. Finally, the authors discuss theoretical and practical implications, limitations, and directions for future research.

Service recovery, satisfaction and behaviour intentions: analysis of compensation and social comparison communication strategies

In the marketing literature, there is a great interest in learning how companies should behave after a service failure. From this perspective, different service recovery strategies have been proposed. This experimental study of the airline industry deals with this topic, indicating the benefits of carrying out, after a service failure, a financial compensation and/or an explanation based on social comparison. The results indicate when financial compensation and social comparison increase satisfaction and when they have a positive impact on different behaviour intentions (repurchase intentions, positive or negative word of mouth communication, and complaints to the company and/or third parties). There predictions on the effects of the service recovery strategies are developed on the basis of failure stability and the emotions (anger) brought on by it.

Trust Violation in Electronic Commerce: Customer Concerns and Reactions

The positive relationship between trust and purchase-related variables (such as willingness to buy) has been widely reported in literature. By implication, it is sometimes suggested that violation of trust will lead to negative consequences. However, there is a dearth of empirical support for the consequences of trust violation. In the current study, we examine a research model that proposes that the three characteristics of a trust violation (magnitude of negative outcome, causal attribution to seller, and perceived fairness of seller response) will influence psychological contract violation (PCV), which will affect customer trust (both affect-based and cognition-based trust) and which, in turn, will influence customer repurchase intentions with the offending seller, customer intentions to engage in negative word of mouth communication, and, customer intention to continue purchases on the Internet. The results indicate significant support for the research model. The theoretical and practical implications of the results are discussed.

Computer-Mediated Word-of-Mouth Communication on RateMyProfessors.com: Expectancy Effects on Student Cognitive and Behavioral Learning

The purpose of this study was to experimentally test the influence of expectancies formed through computer-mediated word-of-mouth communication (WOM) on student learning. Increasingly, students rely on computer-mediated WOM through sites such as RateMyProfessors.com to aid in the process of information-gathering and course selection. It was hypothesized that students who received positive computer-mediated WOM about a course would demonstrate greater levels of cognitive and behavioral learning than would students who received no information or negative computer-mediated WOM. Results demonstrated the predicted effects for cognitive and behavioral learning. It was further hypothesized that observed expectancy effects would be mediated by affect toward learning. Results supported a partial mediational role for affect in the context of positive expectancies, but not negative expectancies. Results were discussed in terms of the role of computer-mediated WOM in generating expectations, the expectations-affect-behavior hypothesis, and the influence of student expectations on learning outcomes.

“Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication

AbstractWhat do consumers want to achieve when they engage in negative word‐of‐mouth communication (N‐WOM)? Two studies explore this question and reveal that consumers pursue specific goals when engaging in N‐WOM and that these goals systematically differ between the specific negative emotions that are experienced. For example, the results reveal that consumers who experience anger engage in N‐WOM to vent feelings or to take revenge. However, disappointed consumers engage in N‐WOM to warn others, and consumers who experience regret communicate with others to strengthen social bonds or to warn them. This reveals the functionality of specific emotions to N‐WOM, and how goals for N‐WOM are associated with these emotions. This demonstrates that rather than being uniform, the content and implications of N‐WOM are contingent on the specific emotions that consumers experience. © 2007 Wiley Periodicals, Inc.

Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior

The current research employed the Theory of Planned Behavior as a theoretical foundation to test the antecedents of negative word-of-mouth (WOM) communication intention. The hypothesized model proposed that attitude, subjective norm, and perceived behavioral control were associated with the negative WOM communication. The data and hypotheses were examined using structural equation modeling (SEM) by AMOS. Results from the maximum likelihood estimation showed that attitude, subjective norm, and perceived behavioral control were positively related to consumers’ negative WOM communication intention. Findings of this study demonstrated that the Theory of Planned Behavior is applicable in measuring consumers’ negative WOM communication.

Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective

Research on negative word‐of‐mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers’ brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers’ responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC‐brand evaluation relation, (b) receivers’ attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.

Internal Marketing: A Competitive Strategy for the Long-Term Care Industry

Administrators, directors of admissions, and corporate offices of nursing homes must become better marketers to survive sweeping changes in the industry. An essential part of their marketing effort has to be what is termed “internal marketing.” Internal marketing consists of an effort by the organization to train and motivate its employees to provide better service. Internal marketing must precede conventional marketing campaigns if the latter are to succeed. Negative staff attitudes will affect quality of care, and negative word of mouth communication by patients and staff to the community will negate the effects of the marketing campaign. A survey by the authors shows that education and advancement of nursing assistants has been neglected. They recommend the internal marketing efforts focus on those nursing assistants.

An exploratory study of word‐of‐mouth communication in a hierarchy of effects context

Word‐of‐mouth (WOM) communication is introduced within a hierarchy‐of‐effects context. The results of a laboratory experiment suggest that amount of WOM information about products is less important than valence of that information. Counter to previous research implying a disproportionate influence of negative information on product evaluation, negative WOM information in the experiment reported resulted in less familiarity with the mentioned brand. Further, a somewhat surprising finding indicated that brand‐specific negative WOM communication can have the effect of decreasing primary demand for an entire product category.

Retail Equity Perceptions and Consumers’ Processing of Negative Word-of-Mouth Communication

This paper examines the impact of retail store equity on the cognitive processes employed by consumers receiving negative word-of-mouth communication (WOMC). The general thesis is that retail store equity will alter the effect of negative WOMC on store evaluations. Propositions are developed that integrate attribution theory and retail equity perceptions and predict that negative WOMC may not automatically lead to more negative store evaluations, as suggested in previous research. The resulting evaluations depend upon the attributional processes employed by consumers during their exposure to WOMC. Managerial implications of the propositions are discussed.

The Effects of Integrating Advertising and Negative Word-of-Mouth Communications on Message Processing and Response

Although many models of ad processing and response have been developed, most experimental tests of these models have exposed subjects only to advertising stimuli. In the marketplace, however, consumers often receive negative brand information in addition to advertising. In this study, we explored whether traditional models accurately predict ad processing and response when consumers integrate advertising with negative word‐of‐mouth (WOM) communications about the brand. A test was conducted using four experimental groups: ad only, negative WOM only, advertising then negative WOM, and negative WOM then advertising. Results show that (a) advertising mitigates the detrimental cognitive effects of negative WOM communication (when the ad is processed first) and the detrimental affective and conative effects (when the ad is processed last), (b) integrating ad content with negative WOM communication causes significant changes in the message processing of both, (c) negative WOM communication significantly reduces the perceived credibility of advertising as well as brand attitudes and purchase intentions, and (d) the effect of attitude toward the ad on brand attitude becomes nonsignificant when subjects process both types of information. Implications for marketing research and practice are discussed.