Talking about Durables

Australasian Marketing Journal - Tập 24 - Trang 262-266 - 2016
Wendy Lomax1, Robert East1,2
1Kingston Business School, London, UK
2Ehrenberg-Bass Institute, UNISA, Adelaide, Australia

Tóm tắt

Using a survey of 349 respondents, we investigate the triggers of word of mouth (WOM) in four durable categories and compare this evidence with previous findings for services. For these durables, positive word of mouth (PWOM) is mostly triggered by advertising and customer satisfaction with the product, while negative word of mouth (NWOM) is rare and mostly triggered by the content of conversation and the perception that other persons need advice. This contrasts with previously established findings for services where advertising has little effect on PWOM and dissatisfaction has substantial effect on NWOM. These differences have important implications: they suggest that durable ads should be tested to check that they trigger PWOM and that service providers should pay more attention to the satisfaction derived from the service experience.

Tài liệu tham khảo

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Australasian Marketing Journal

Tập 24

262-266

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