Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study

Marsha L. Richins

1,808 citations0/0 files storedJournal of Marketing

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

Abstract

While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers’ responses to dissatisfaction. This study examines correlates of one possible response—telling others about the dissatisfaction—and identifies variables that distinguish this response from others. Variables investigated include the nature of the dissatisfaction, perceptions of blame for the dissatisfaction, and perceptions of retailer responsiveness. Marketing management and consumer behavior research implications are discussed.

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1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1978Brand Loyalty: Measurement and Management 1978Brand Loyalty: Measurement and Management 1973Multivariate Analysis of Brand Loyalty for Major Household Appliances

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2004Using Online Conversations to Study Word-of-Mouth Communication 1991Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective 2011Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites 1995Relationship Marketing in Consumer Markets: Antecedents and Consequences 2009Twitter power: Tweets as electronic word of mouth 2001The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents 2007Exploring the value of online product reviews in forecasting sales: The case of motion pictures 2014Word of mouth and interpersonal communication: A review and directions for future research

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