Antecedent and consequences of positive word of mouth from WOM sender’s perspective: a conceptual framework in the services context

Chawdhary, Rahul and Dall'Olmo Riley, Francesca (2014) Antecedent and consequences of positive word of mouth from WOM sender’s perspective: a conceptual framework in the services context. In: 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions; 3-6 Jun 2014, Valencia, Spain. ISBN 9788437094533

Full text available as:
[img] Text
Rahul_Final_EMAC_2014_Submission[1].docx
Restricted to Repository staff only

Download (48kB)

Abstract

This paper outlines a conceptual framework of the antecedent and consequences of offline positive word of mouth (P-WOM) from the WOM sender’s perspective, as the effect of WOM on WOM’s sender is not well understood. Specifically, Customer Satisfaction (CS) is examined as an antecedent of P-WOM and continuance commitment is purported as a potential moderator of the CS-PWOM relationship. WOM sender’s loyalty and affective commitment are examined as consequences of P-WOM. The tie strength between the WOM participants is proposed as a potential moderator of the P-WOM-service loyalty and P-WOM-affective commitment link. Scenario based experimental research design will be used to test the model. Pre-tests are currently being conducted to validate the scenarios and results of hypotheses testing will be presented at the conference.

Item Type: Conference or Workshop Item (Paper)
Event Title: 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions
Organising Body: European Marketing Academy
Uncontrolled Keywords: word of mouth, WOM antecedents, WOM impact, services, experiments
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Innovation) (from August 2013)
Faculty of Business and Law
Depositing User: Francesca Dall'Olmo Riley
Date Deposited: 12 Dec 2014 11:38
Last Modified: 12 Dec 2014 11:38
URI: http://eprints.kingston.ac.uk/id/eprint/29825

Actions (Repository Editors)

Item Control Page Item Control Page