Word Of Mouth Communication Research Articles

Understanding customer-perceived quality in informal stores

PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known about the implications of CPQ to informal retail stores particularly in collectivist and high uncertainty avoidance societies like Nigeria. More specifically, this study aims to investigate the indirect implications of CPQ to post-purchase behaviour primarily word-of-mouth (WoM) communication which is even more critical for customer acquisition in the research context. By so doing, it develops a contextualised model in which the emerging concept of commercial friendship (CF) is incorporated to mediate the relationship between CPQ and WoM communication.Design/methodology/approachUsing a survey-based design, data were gathered from 372 informal merchants’ customers. Structural equation modelling technique primarily PLS-SEM (partial least squares structural equation modelling) was used in analysing the data.FindingsThe data confirm that the multifaceted CPQ construct has an important implication for WoM through the mediation of CF. Supplementary analysis reveals that CF fully mediates one of the sub-components of CPQ, namely, personal interaction in relationship to WoM in addition to acting as a partial mediator between store policy, physical aspect and reliability and WoM.Originality/valueThe value of this study is that it draws attention to the special role that CF plays in the investigation of the relationship between CPQ and WoM communication in the research context. Additionally, it is a step towards extending and contextualising research about service quality perceptions and its outcomes in non-traditional Western contexts.

The influence of service quality on Iranian students satisfaction, loyalty and WOM: A case study of North Cyprus

Purpose - This study aims to investigate the relationship between SERVQUAL dimensions, students’ satisfaction and post-satisfaction behaviors i.e. loyalty and word of mouth communication (WOM) in higher education in North Cyprus. For this purpose, a self-administrated survey carried out with the sample of 324 Iranian students in Eastern Mediterranean University, the biggest university in North Cyprus. Methodology - The different dimensions such as reliability, tangibility, assurance, responsiveness and empathy have been taken as determinants of service quality. The reliability of service quality items, student satisfaction, loyalty and WOM has been investigated by Cronbach’s Alpha test. T-test, Pearson correlation and linear regression model are used to examine the relationship between each individual variable in this study. Findings - The findings highlighted that the dimensions of service quality are significantly related with students’ satisfaction. Also, the results proved a positive relationship between students’ satisfaction, loyalty and WOM. Conclusion - Research stated that if an institution frequently offers service at levels that surpass the expectations of the student, such services will be appraised as being of high quality. On the other hand, if an institution continually falls short at meeting the expectations of students, the services will be regarded as being of poor quality. These finding have useful implications to higher education organizations particularly to international universities.

A recommender system based on personal constraints for smart tourism city

ABSTRACT In a smart tourism ecosystem, travel communication websites play a critical role in choosing destinations and hotels. This research suggests a travel recommender system for automating word-of-mouth (WOM) effects and providing personalized travel-planning services to tourists. Collaborative filtering (CF)-based recommender systems have been extensively employed for personalization services in diverse areas; the basic principle of CF is WOM communication. This research proposes a travel recommender system that helps a tourist build his/her personalized travel plan based on CF and constraint satisfaction filtering. Constraint satisfaction filtering is adopted to profile a tourist’s needs and circumstances. For this purpose, this research modifies the existing constraint satisfaction method to an approximate constraint satisfaction filtering method that incorporates indifference intervals into constraints. We build a prototype system and a benchmark system to evaluate the effectiveness, usability, and novelty of the proposed travel recommender system. The experimental results demonstrate a methodology for performing personalized tourist’s travel planning and automating WOM communication outperforms the benchmark system.

Pengaruh Komunikasi Word OF Mouth Terhadap Keputusan Pembelian Konsumen Pizza Hut di Kota Padang

Abstract
 This study aims to describe purchasing decisions and word of mouth communication and the influence between the two variables. This type of research is quantitative with causal associative methods. The population in this study were all consumers who had made a purchase at the Pizza Hut of Padang City where the amount was unknown. The sample in this study amounted to 96 people. The sampling technique used purposive sampling, where the researcher focused the sample of consumers who bought Pizza Hut in Padang City. Collecting data using a questionnaire based on the Likert Scale that tested its validity and reliability. F count is 35,111 with sig. 0,000 <0,05, the word of mouth communication variable has a significant influence on purchasing decisions..
 
 Keywords: Purchasing Decision, Word of Mouth Communication

Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach

providing a pleasant shopping experience for consumers is vital in the apparel retail industry. A comprehensive multi-dimensional scale to measure “retail brand experience” (RBE) was recently introduced; however, this scale lacks application. Hence, the purpose of this study is to examine a conceptual model that shows the associations between RBE and customer behavioural outcomes (willingness to pay more, word of mouth communication, and continuous purchase intention) in the retail apparel industry using the multi-dimensional scale operationalisation of RBE. The present study also attempts to uncover the moderating role of brand love in the proposed model. Using the survey method, 416 usable responses were collected. The findings indicate that all the direct effects are statistically supported. The study also shows non-linear relationships between word of mouth communication and willingness to pay more, and word of mouth communication and continuous purchase intention. With respect to the moderating role of brand love, it enhances the influence of both RBE and word of mouth communication on willingness to pay more. Overall, the present study contributes to the retailing literature, particularly in the apparel-retailing context, branding literature, and customer behaviour literature. Practically, this study provides several recommendations to enhance customer willingness to pay more, their continuous purchase intentions, and word of mouth communication by providing better retail brand experience.

PERAN ELECTRONIC WORD OF MOUTH DALAM MEMBANGUN CITRA DESTINASI GUNA MEMPENGARUHI KEPUTUSAN BERKUNJUNG WISATAWAN KE SUATU DESTINASI PARIWISATA

ABSTRACT This study aims to determine the role of electronic word of mouth in building a destination image to influence tourist decisions to a tourism destination. This research is a research. This research method is qualitative descriptive. Data collection methods used are through literature studies from several journals. The results of this study indicate that the better the electronic word of mouth, the more tourists will decide to visit a tourist destination. Electronic word of mouth communication is very influential on consumers who are interested in the advice of people who already have experience with tourist destinations which then create a brand image of a destination and decide to visit because of curiosity over the reviews he saw through social media. The better the electronic word of mouth, the better the image of a tourist destination. In other words, the impression of tourists on tourist destinations can arise after viewing posts or reading comments on social media accounts about tourist destinations.

The Influence Of Word Of Mouth Communication, Packaging Design, And Brand Image On The Buying Interest Of King Consumers Of Arjuna Cheese Banana, Surabaya

This study aims to determine the effect of word of mout communication, packaging design, and brand image on the buying interest of king consumers of arjuna cheese banana in Surabaya. this research is a type of quantitative research. The population of this study is the king consumer arjuna surbaya cheese banana using accidental sampling technique. This study used a questionnaire with a total of 100 respondents. this analysis technique is multiple linear regression analysis using SPSS version 18. the results of this study indicate that word of mouth communication, packaging design, and brand image have a significant effect on buying interest

Drug information centres and their provision of decision support: The Scandinavian experience.

Appraisal of drug information centres (DICs) is mainly by word of mouth communication and surveys of overall user satisfaction. Efforts to study the impact of this type of informatics and decision support systematically are generally lacking within the healthcare system. Scandinavian DICs question-answering databases are relevant sources for identifying recurring problems in pharmacotherapy, including drug safety questions, and for re-use of previous answers. Recent studies in this setting have shown that high-quality answers demand easily accessible literature sources, skills in literature search and critical assessment of the retrieved documentation. Furthermore, patient-specific advice in clinical cases presented within a requested time frame is appraised by clinicians. Effective decision support by Scandinavian DICs depends on skills among staff and technological resources. Our experience could motivate further studies investigating methods and evaluating the impact of DICs in the healthcare system.

Understanding value creation and word-of-mouth behaviour at cultural events

ABSTRACTDespite its undoubted importance to policy makers and practitioners, cultural value remains a highly contested concept. Empirical work in the area has, meanwhile, been hampered by the use of a unidimensional framework of cultural value. The understanding of word-of-mouth (WOM) communication behaviour related to cultural values has consequently been limited. The purpose of this paper is to develop cultural value segments using a multidimensional value framework to enable a profile to be developed of the WOM behaviour (both online and offline) of each segment. A typology with four distinct segments of cultural consumer, each exhibiting different combinations of cultural values and of WOM communication preferences. The study thereby challenges the orthodoxy of value creation and transmission in cultural settings. Practical recommendations include the use of market segmentation based on multidimensional value ‘constellations’: not only to achieve better audience development but also to encourage wider value communication through word of mouth.

An Empirical Assessment of Service Quality, Service Consumption Experience and Relational Exchange in Electronic Mediated Environment (EME)

This study examines how service quality and service consumption experience affect long-term relational exchange in the EME to provide insights into consumers’ perception of service consumption experience and its potential influence on the development of long-term exchange relationship between consumers and service providers in the EME. An analytical framework is developed and tested to validate a comprehensive research model of service consumption experience, its formative dimensions and its antecedents and consequents. The proposed research model is empirically assessed and validated using a sample of 772 respondents. This study contributes to the development of the service consumption experience construct in the EME and informs firms in developing an integrated experiential strategy to meet customer requirements and expectations to further improve customer loyalty and word-of mouth communication in the EME.

PENGARUH SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP WORD OF MOUTH DALAM UPAYA PENINGKATAN JUMLAH MAHASISWA BARU DI AMIK AL MA’SOEM JATINANGOR

This research aimed to analyze the influence of service quality and customer satisfaction on the word of mouth communication in an effort to increase the number of new students in AMIK Al Ma'soem Jatinangor using a model SerQual consisting of five dimensions. This research uses descriptive quantitative method. The research data was obtained from primary data by distributing questionnaires to students in AMIK Al Ma'soem and then processed with SPSS.The results showed that correlation is weak and there are not significant quality of service and customer satisfaction on the word of mouth communication in an effort to increase the number of new students in AMIK Al Ma'soem Jatinangor. F test results showed that the factors of service quality and customer satisfaction does not significant affect the word of mouth communication student AMIK Al Ma'soem Jatinangor to other people / prospective students.The R-square value obtained amounted to 0.102, or 10.2%, that meaning simultaneous service quality and customer satisfaction just contributes 10.2% to the effect on the word of mouth communication in AMIK Al Ma'soem Jatinangor students, while the rest (1-R²) of 89.8% is the amount of contributions made by other factors not examined.The study reveals that students expect comfortable classrooms, in other words clean, airy, and neatly arranged. Students also expect an increase in speed over the handling of complaints that arise and of course accompanied by appropriate solutions. And the management of AMIK Al Ma'soem Jatinangor must be improve and focus on other factors that allegedly could affect the number of new students who enroll, such as brand image, price and promotion.

PENGARUH SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP WORD OF MOUTH DALAM UPAYA PENINGKATAN JUMLAH MAHASISWA BARU DI AMIK AL MA’SOEM JATINANGOR

This research aimed to analyze the influence of service quality and customer satisfaction on the word of mouth communication in an effort to increase the number of new students in AMIK Al Ma'soem Jatinangor using a model SerQual consisting of five dimensions. This research uses descriptive quantitative method. The research data was obtained from primary data by distributing questionnaires to students in AMIK Al Ma'soem and then processed with SPSS.The results showed that correlation is weak and there are not significant quality of service and customer satisfaction on the word of mouth communication in an effort to increase the number of new students in AMIK Al Ma'soem Jatinangor. F test results showed that the factors of service quality and customer satisfaction does not significant affect the word of mouth communication student AMIK Al Ma'soem Jatinangor to other people / prospective students.The R-square value obtained amounted to 0.102, or 10.2%, that meaning simultaneous service quality and customer satisfaction just contributes 10.2% to the effect on the word of mouth communication in AMIK Al Ma'soem Jatinangor students, while the rest (1-R²) of 89.8% is the amount of contributions made by other factors not examined.The study reveals that students expect comfortable classrooms, in other words clean, airy, and neatly arranged. Students also expect an increase in speed over the handling of complaints that arise and of course accompanied by appropriate solutions. And the management of AMIK Al Ma'soem Jatinangor must be improve and focus on other factors that allegedly could affect the number of new students who enroll, such as brand image, price and promotion.

The joy of pain

PurposeRecent research on word-of-mouth (WOM) has presented consistent evidence on the importance of secondary WOM (sWOM) on online user-generated content (UGC) and on diffusion of positive and negative commercial information. The purpose of this paper is to investigate what motivates consumers to spread, via electronic WOM communication, negative information about commercial entities adversity using malicious verbal narratives. Based on concepts related to the joy of pain (schadenfreude) and gloating behavior the authors propose a set of hypotheses designed to test two key moderators (perceived deservingness and entity’s status) as well as the process of spiteful dissemination like content assimilation, dissemination time and duration.Design/methodology/approachThe research consists on a series of four studies using different research methods (surveys and experiments) and a mix of quantitative and qualitative analyses.FindingsResults show that actively communicating about others’ adversity (i.e. gloating behavior) provides an outlet to the passive observation of others’ adversity (i.e. schadenfreude feelings). Results indicate that schadenfreude and gloating are linked to the perceived deservingness of a commercial entity and entity status (the tall poppy syndrome). Results also show that malicious feelings and gloating behavior cause consumers to disseminate information more widely, more rapidly, for a longer period and frequently distort its content.Research limitations/implicationsThe findings contribute to literature on WOM by introducing an approach that highlights the potential negative effects of WOM on the dissemination of commercial information that might harm the relevant commercial entity’s reputation and goodwill.Originality/valueThis study illuminates the prevalence of negative rhetoric in WOM and supports the theory schadenfreude motives as a trigger for gloating behavior in the form of disseminating negative, malicious and intense WOM regarding commercial setbacks. This research is the first to examine and demonstrates that when it comes to WOM communication, schadenfreude feelings and gloating behavior might play a central role in the dissemination of negative information and the two constructs’ role in understanding infostorms, the sudden flow of large quantities of negative WOM using strong gleeful exultation. This study is the first to examine these phenomena in the business setting.

Komunikasi Getok Tular dan Metode Dakwah Hizbut Tahrir Indonesia

This study aims to explain how the use of word of mouth communication (getok tular) and the rationale behind the usage as a method of da’wah within Hizbut Tahrir Indonesia (HTI). This study used a qualitative approach with a case study design. The results of the study revealed that the word of mouth communication was applied for two activities, namely as a method of delivering da’wah messages and as a method of cadre with a chain system to official members who were stratified based on the study book or HTI curriculum. The reason why HTI used word of mouth communication as a method of da’wah was because of the effectiveness and efficiency factors as well as socio-cultural factors.

Komunikasi Getok Tular dan Metode Dakwah Hizbut Tahrir Indonesia

This study aims to explain how the use of word of mouth communication <em>(getok tular)</em> and the rational behind the usege as a method of da’wah within Hizbut Tahrir Indonesia (HTI). This study used a qualitative approach with case study design. The results of the study revealed that the word of mouth communication was applied for two activities, namely as a method of delivering da’wah messages and as a method of cadre with a chain system to official members who were stratified based on the study book or HTI curriculum. The reason why HTI used word of mouth communication as a method of da’wah was because of the effectiveness and efficiency factors as well as sociocultural factors.

Word of mouth communication in political marketing: Understanding and managing referrals

ABSTRACTThere is a lack of research relevant to word of mouth (WOM) communication in political marketing. Also, existing studies on WOM communication identified behavioral determinants of the concept and neglected associated marketing stimuli. This study offers a 10-dimensional 62-item statistically significant WOM model for political marketing to address the stated lacuna. The study utilized structural equation modeling (SEM) to analyze 2357 pieces of primary data collected as samples from voters in Bangladesh. To prepare the questionnaire, authors created a pool of relevant items (through recent studies found in Google scholars) and tested the content validity through literature review, expert opinion of five academics, comments of three political scientists, and pilot study. Results of the study revealed that all political marketing dimensions of the model influence WOM sharing and WOM recommendation. The study also found a significant influence of external variables (media, internet, and technology) on WOM communication. Item-specific results found that in regards to political mix components, the ones that had the most influence on WOM communication were psychological cost if the candidate wins, image of the candidate as leader, using celebrities and icons in the campaigns, building election gates, and candidate’s modesty.

PERCEIVED SUPERVISOR RESPECT, JOB SATISFACTION, AND WORD OF MOUTH RECRUITMENT AMONG CERTIFIED NURSING ASSISTANTS

Long-term care (LTC) facilities across the United States are suffering from a shortage of Certified Nursing Assistants (CNAs). These direct care workers are vital to the success of the LTC facilities, as they provide the majority of the hands-on care needed by facility residents. Implementing new methods of recruitment is a possible solution to this shortage. One unexplored avenue for CNA recruitment is through word of mouth (WOM) communication. Past research identifies positive WOM communication about an organization as an effective method for increasing potential applicants’ degree of attraction to an organization (Van Hoye & Lievens, 2009). A commonly cited antecedent to positive WOM behavior is job satisfaction. Because the perception that one is respected by one’s supervisors is an important element of CNAs’ job satisfaction, we hypothesized that perceived respect may mediate the association of job satisfaction with WOM. Specifically, the current study utilized self-report measures from the 2004 National Nursing Assistant Survey (n = 2466) to test the indirect effect of job satisfaction on the relationship between CNAs’ perceived supervisor respect and WOM communication (operationalized as willingness to recommend the facility as a place to work). Analyses using a bootstrapping method and PROCESS macro (Hayes, 2013) and controlling for relevant covariates indicated that job satisfaction partially mediates the relationship between perceived supervisor respect and WOM communication. Results suggest that interventions to improve CNAs’ job satisfaction, and particularly perceived respect by supervisors, may lead to an increase in positive WOM communication about LTC facilities to potential employees.

INFLUENCE OF WORD-OF-MOUTH COMMUNICATION ON LARGE-SCALE EVACUATION AFTER A SEVERE EARTHQUAKE

Abstract. Physical disaster in a serious earthquake (fires and street blockages), word-of-mouth communication (WOMC) among evacuees, and evacuation behaviors are modeled, and an evacuation behavior simulation is carried out. The influences of WOMC regarding the information about disaster and the locations of evacuation areas on a large-scale evacuation are observed. The simulation results demonstrate some new findings and highlight the importance of providing guides in tourist areas, where there are many people who have limited local geographical information. It is also shown that once false information has appeared in the process of WOMC among the wanderers, especially in locations with a high density of wanderers, the false information will spread quickly among the evacuees by WOMC and can negatively influence a large-scale evacuation.

The Impact of Global Perceived Quality on the Behaviour of Automobile’s Consumers

Purpose of the study: The objective of this work was to identify the perceived quality attributes of car owners and how these attributes affect satisfaction, regret, trust, pride and, word of mouth communication. Methodology / approach: There were two phases (qualitative and quantitative) in this study. In the qualitative phase, we conducted 20 in-depth interviews with car owners, with the purpose of identifying the perceived quality attributes by them. In the quantitative phase, we surveyed 311 owners of automobiles of different brands. For the statistical analysis, we opted to test the hypothetical model through Structural Equations Modeling (SEM). Main results: Results show that perceived quality among automobile consumers is a multidimensional construct (status and power, handling dynamics, corporate responsibility, brand heritage, resale value, durability, internal space, and trunk capacity) and impacts on satisfaction, regret, word of mouth communication, trust, and pride. Theoretical / methodological contributions: This research measures the perception of quality of automobiles in post-purchase situations, exploring not only attributes in service quality but also the product itself while exploring other dimensions from the quality-perception construct. Furthermore, it studied how the perception of quality affects behavioral dimensions beyond the satisfaction construct: regret, reliability, pride, and word-of-mouth communication. Relevance / originality: This work considered both physical attributes (e.g., internal space and trunk capacity) and, intangibles (e.g., Power and Status, Brand and company's tradition) perceived by car owners. Moreover, to investigate the perception of quality in service and product at the same time is not common in consumer behavior literature.

Service Recovery and Its Effect on Students’ Satisfaction, Trust, and WOM Communication

This study aims to examine the effect of service recovery, using distributive justice, procedural justice, and interactional justice approaches, on students satisfaction, trust, and WOM at excellent, flagship and non-flagship private universities in East Java, Indonesia. A total of 240 students participated in this study. Sampling was conducted using convenience sampling technique. Data analysis was done using regression assisted by SPSS and WarpPLS program. The results of this study provide university managers understanding that the low bargaining position perceived by the students has an impact on various aspects of teaching and learning process which eventually leads to the levels of students satisfaction, trust, and WOM. This study also suggests what should be done in the service recovery policy made by each university to increase the students satisfaction, trust, and positive WOM.Keywords: Service recovery, Satisfaction, Trust and Word of mouth (WOM)https://doi.org/10.21632/irjbs.11.2.93-112