Customer-to-customer interactions and word of mouth: conceptual extensions and empirical investigations
Customer-to-customer interactions and word of mouth: conceptual extensions and empirical investigations
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DOI：
10.1080/0965254x.2014.926965
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发表时间：
2015-06
影响因子：
4.1
通讯作者：
K. Rahman;I. Karpen;M. Reid;Ulku Yuksel
中科院分区：
文献类型：
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作者：
K. Rahman;I. Karpen;M. Reid;Ulku Yuksel
虽然客户导向的重要性已经在战略营销中得到了很好的解决，但这些想法通常侧重于管理企业与客户的互动。理解客户对客户交互（CCI）的战略重要性很少受到关注。口碑（WOM）的研究最近扩大了CCI的背景下。在实际服务环境中解决体验期间口碑（WOMde）的研究很少。因此，我们经验区分WOMde和消费后的经验（WOMpe），并探讨其内在的规律网络的相互联系。我们使用混合方法的方法来生成和编码一个集合的WOMde事件和一个调查，以捕捉进一步的变量的兴趣，包括WOMpe。我们的探索性研究表明，WOMde有积极的影响，客户的情感反应，在服务环境和品牌的看法。随后，放大的品牌认知作为客户信任和WOMpe的重要驱动力。我们还区分了与品牌相关和与品牌无关的WOMde，并深入了解了这两种类型的对话对客户感知和态度的影响。
Although the importance of customer orientation has been well addressed in strategic marketing, these ideas generally focus on managing business-to-customer interactions. Strategic importance of understanding customer-to-customer interactions (CCIs) has received very little attention. Word of mouth (WOM) research has recently been broadened in the context of CCI. Research that addresses during-the-experience word of mouth (WOMde) in the actual service setting is scant. Thus, we empirically distinguish WOMde and post-consumption experience (WOMpe) and investigate their interconnected relationships within a nomological network. We use a mixed-methods approach to generate and code a collection of WOMde events and a survey to capture further variables of interest including WOMpe. Our exploratory study demonstrates that WOMde has a positive impact both on customers’ emotional reaction in the service context and on brand perceptions. Subsequently, the magnified brand perceptions act as a significant driver of customer trust and WOMpe. We also distinguish between brand-related and brand-unrelated WOMde and offer insight into the effect of both types of conversation on customer perceptions and attitudes.