The effect of word of mouth on services switching

Florian von Wangenheim · Tomás Bayón

311 citations0/0 files storedEuropean Journal of Marketing

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1954A Theory of Social Comparison Processes 1955A study of normative and informational social influences upon individual judgment.1987Social Ties and Word-of-Mouth Referral Behavior 2001Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics 1992Marketing Services: Competing Through Quality 1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

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