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The effect of word of mouth on services switching: Measurement and moderating variables
Abstract
The effects of word of mouth (WOM) on the receiver's attitudes and intentions have been studied at length, but the question under which conditions WOM leads to a behavioural outcome (such as a purchase or switching decision) has received less attention. This paper studies the effects of WOM in the context of service provider switching. An empirical study is presented which researches whether perceived influence of a switching referral is related to subsequent switching behaviour, and whether the variables that have an effect on perceived influence of the switching referral also predict switching. Results show that the strength of WOM influence is determined by perceived communicator characteristics. Perceived risk dimensions, in turn, moderate these effects.
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Cites
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Cited by
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016) · Journal of Marketing Research · doi:10.1509/jmr.14.0380 · Cited by 1,073
Park, D.-H., & Kim, S. (2008) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2007.12.001 · Cited by 837
Trust me, trust me not: A nuanced view of influencer marketing on social media
Kim, D. Y., & Kim, H.-Y. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.05.024 · Cited by 804
The effect of characteristics of source credibility on consumer behaviour: A meta-analysis
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.01.005 · Cited by 504
Alexandrov, A., Lilly, B., & Babakus, E. (2013) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-012-0323-4 · Cited by 448
Metadata
- Authors
- v. Wangenheim, F., & Bayón, T.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2004-09-01
- Volume
- 38
- Issue
- 9/10
- Pages
- 1173-1185
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W1599808469
- Cited by
- 297
- References
- 4
- FWCI
- 7.89
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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