Antecedents of word of mouth among female grocery shoppers in Iran

Harris, Patricia, Alsadat Khatami, Nasim and Robinson, Helen (2014) Antecedents of word of mouth among female grocery shoppers in Iran. In: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces; 07 - 10 Jul 2014, Bournemouth, U.K..

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Abstract

This paper reports on research on the antecedents of Word of Mouth (WOM) behavior among Iranian women in the context of grocery shopping. Using a survey instrument, we empirically test the conceptual model of De Matos and Rossi (2008). We find support for the model and find satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Our research appears to be the first study of WOM in the context of Iranian grocery retailing and provides useful insight for academics and practitioners. Key words: Word of mouth; consumer behaviour; grocery retailing; Iran

Item Type: Conference or Workshop Item (Paper)
Event Title: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces
Organising Body: Academy of Marketing
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Innovation) (from August 2013)
Depositing User: Patricia Harris
Date Deposited: 12 Jan 2015 19:40
Last Modified: 24 Feb 2015 14:34
URI: http://eprints.kingston.ac.uk/id/eprint/30114

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