Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment

This research reviews the motivation for voice behavior by dissatisfied consumers and demonstrates that facilitating complaining behavior results in reduced levels of negative word‐of‐mouth activity. Support is found for the hypotheses that dissatisfied consumers who complain to the marketer will experience venting‐induced reduction in dissatisfaction, and that they will engage in reduced levels of negative word of mouth. On the other hand, dissatisfied consumers who engage in the relatively public act of negative word of mouth become committed to their level of dissatisfaction and hence do not exhibit any subsequent venting‐induced reduction in dissatisfaction. The role of public commitment in binding individuals to their prior evaluations is discussed, along with the managerial implications. © 2005 Wiley Periodicals, Inc.     

Will they pitch or will they switch? Comparing Chinese and American consumers

This study compares the conditions for consumer satisfaction and word of mouth (WOM) between Chinese and American consumers. The authors utilize a between‐subjects factorial design experiment to investigate the effect of service experience (positive or negative) and consumption context (hedonic vs. utilitarian) across these two cultures. Results indicate that consumers perceive higher levels of satisfaction and switching costs, and provide higher WOM intention for positive than for negative service experiences. The relationship between service experience and perceived switching costs is further moderated by consumption context and culture. Of importance is the critical mediating role of consumer satisfaction in driving perceived switching costs and WOM intention. The comparison of Chinese and American consumers also reveals the distinct switching behaviors between the two groups of consumers, which can be explained from a cultural perspective. The study findings provide insights into provider‐switching and WOM‐spreading behaviors by Chinese and American consumers, under hedonic versus utilitarian consumption contexts.     

Oh my gosh,I got to get out of this place! A qualitative study of vicarious embarrassment in service encounters

Vicarious embarrassment is a negative emotion, which is experienced by an individual when others misbehave. People can feel vicariously embarrassed when observing other people's pratfalls or awkward appearance. For instance, vicarious embarrassment is elicited when watching reality TV or in service encounters where many other customers are present. However, the relevance of vicarious embarrassment in physical service environments has not yet been thoroughly analyzed in the context of service encounters. The objective of the present study is to close this research gap and to introduce the phenomenon of vicarious embarrassment to service research. The findings of 25 in‐depth interviews indicate that vicariously embarrassing incidents mostly occur in service encounters and that these incidents are triggered by the violation of social norms in both customer‐to‐customer and customer‐to‐employee interactions. The authors of the present paper identified closeness of relationship, the service context, and parties involved as important situational variables influencing vicarious embarrassment and further emotional, cognitive, and behavioral consequences for the observing person. From a managerial point of view, the relevance of vicarious embarrassment in physical service environments is caused by negative spillover effects of the service experience, which lead to decreasing customer satisfaction, negative word‐of‐mouth and purchase intentions, and a negative impact on the overall image of the service provider.     

Examining the relationship between language divergence and word-of-mouth intentions

More than half of the countries in the world are multilingual, and more than half the world's consumers speak more than one language. Thus, bilingual consumers often receive services provided in a second or nonnative language. This article examines these consumers' word-of-mouth intentions after a service provision in a second language. Two studies show that consumers served in a second language are less likely to spread positive word of mouth. The results also reveal a negative halo effect, such that consumers served in a second language perceive the service provider as less responsive in general. Furthermore, the service provider's perceived responsiveness appears far more important for determining positive word-of-mouth intentions than other factors, such as service reliability. This study therefore contributes to the fields of service and sociolinguistics, with important implications for managers as well.     

Do you want to talk about it? When word of mouth alleviates the psychological discomfort of self‐threat

When consumers experience a self‐threat due to receiving negative information that calls the positivity of their self‐concept into question, psychological discomfort ensues, motivating consumers to seek a resolution. This research examines how consumers use word of mouth to overcome this discomfort and cope with a self‐threat. The psychological discomfort associated with a self‐threat generally influences consumers to refrain from spreading word of mouth in order to avoid the potential for further negative evaluations. However, a self‐threat can encourage the spread of word of mouth if consumers perceive a brand as possessing attributes positively associated with the threatened aspect of the self, signaling sufficiency in the threat domain. Furthermore, this research demonstrates that spreading word of mouth about a brand that signals sufficiency in the threat domain is an effective coping tactic that alleviates the psychological discomfort caused by the self‐threat. Overall, the present research deepens the current understanding of the relationships among self‐threat, symbolic brands, and word of mouth by revealing that a brand's symbolic associations shape the effect of the self‐threat on word of mouth.     

From ‘free’ to fee: Acceptability of airline ancillary fees and the effects on customer behavior

Businesses in various consumer service industries have begun to unbundle their service offerings by introducing numerous fees for products and services that were previously provided as “free.” Anecdotal evidence in the media indicates that these fees cause widespread public displeasure, frustration, and outrage. This paper develops a framework of fee acceptability, negative emotions, and dysfunctional customer behavior, which is tested using data from the airline industry. Findings identify the strongest effects on betrayal in the case of baggage fees, followed by charges for comfort. Also, betrayal has a direct effect on complaining, whereas anger mediates the relationship between betrayal and negative word of mouth.     

The Effect of Requests for Positive Evaluations on Customer Satisfaction Ratings

In order to focus service employees’ attention on delivering high levels of customer satisfaction, many companies directly reward (or punish) employees who deliver high (low) levels of satisfaction as reported in companies’ formalized satisfaction measurement processes. As a result, many frontline service employees attempt to influence their customers’ satisfaction evaluation by specifically asking them for positive ratings on surveys completed after the service encounter. Using psychological reactance theory, this research considers the impact of requests for positive evaluations on customers’ satisfaction and future intentions. The results indicate that customers who were asked to provide a positive evaluation actually report lower levels of satisfaction compared to customers who were not asked. The results also indicate that the request for positive evaluation has a negative influence on customers’ repurchase intentions and positive word‐of‐mouth intentions, but only for customers who had a more internal locus of control compared to those with a more external locus of control.     

The Effect of Word of Mouth on Consumers’ Attitudes Toward Products and Their Purchase Probability

The purpose of this study is to investigate the effects of word of mouth on consumers’ attitudes toward the product and its purchase probability. Furthermore, we examine the moderating influence of susceptibility to interpersonal influence, which is a personal characteristic of the receiver of word of mouth information. A quasi experiment was conducted, in which subjects were asked to evaluate a product, while being subjected to positive or negative word of mouth. Our results indicate that negative word of mouth has an impact on consumers’ attitudes and purchase probability, while the influence of positive word of mouth was not significant. Interestingly, susceptibility to interpersonal influence does not play a moderating role. While the experimental design with an unknown word of mouth source and fictitious brand allowed the comparison of results for the positive, negative, and control group, such conditions do not correspond to an actual market setting.     

The negative effects of expecting to evaluate: Reexamination and extension in the context of service failure

Service managers implement customer satisfaction evaluation cards (CSECs) to help them better understand and serve their customers. Yet a robust finding from recent research is that consumers who expect to evaluate provide lower satisfaction ratings than customers who are asked to evaluate without prior notice. This article reports results of two experiments that examine the effects of expecting to evaluate (here, the CSEC effect) in the negative context of service failure. The experiments utilize thought‐listing protocols to differentiate between vigilant processing (VPT) and negativity bias (NBT) theories and reinforce the internal validity of the CSEC effect. The studies also extend prior research by separating CSEC effects on evaluations of the service employee from CSEC effects on the service firm overall. Study 2 examines consequences of the CSEC effect not previously studied (switching, complaining, and negative word‐of‐mouth intentions) and extends external validity through an international replication. © 2005 Wiley Periodicals, Inc.     

Consumers' waiting in queues: The role of first‐order and second‐order justice

Past research on queuing has identified social justice as an important determinant of consumers' waiting experiences. In queuing settings, people's perception of social justice is affected by whether the principle of first in and first out (FIFO) has been violated. However, even when service follows the FIFO principle, waiting time may still differ from one consumer to another for various reasons. For instance, a consumer who happens to arrive in the queue after a large group of people may have to wait longer than average. In this research, it is argued that, aside from and independent of the FIFO principle, consumers also care about whether everyone spends an approximately equal amount of time waiting before availing of the product or service. When consumers perceive that they have spent more time waiting than others and when they can attribute this injustice to the service provider, they will be less satisfied with the waiting experience. It is also proposed that adherence to the FIFO principle is a more salient concern to consumers (thus termed “first‐order” justice), and equal waiting time (”second‐order” justice) matters only when first‐order justice is not an issue. Three studies support the predictions. © 2008 Wiley Periodicals, Inc.     

Gratitude,delight, or guilt: The role of consumers' emotions in predicting postconsumption behaviors

This study investigates the relationships among appraisals (goal congruence/incongruence and agency), consumption emotions (gratitude, happiness, guilt, anger, pride, and sadness), and post‐consumption behaviors (positive and negative word of mouth, repurchase intention, and complaint behavior). The findings demonstrate that these emotions predict different specific types of post‐consumption behaviors and that they are elicited by appraisals specified in the psychology literature. In particular, gratitude but not happiness, predicts repurchase intention and positive word of mouth. By contrast, guilt inhibits complaint behaviors and negative word of mouth. The implications of these findings for marketing practice are discussed. © 2007 Wiley Periodicals, Inc.     

Reaching the boiling point: Consumers' negative affective reactions to firm-attributed service failures

While anger is the dominant affective reaction following service failure, little research focused on its potentially damaging effects. Our study examines the impact of anger and related negative affective states on evaluations and behavior following firm-attributed service failure. Gender's moderating role in shaping these consequences is also studied. Scenarios involving failures in a bank and a retail store are used. Overall, angry customers are less satisfied, give lower service evaluations, have higher perceptions of injustice, and give weaker ratings of corporate image. Angry customers also less likely spread positive word of mouth and more likely complain, exhibit negative repurchase intentions, and engage in third-party action. Related negative states differentially impact cognitive evaluations and post-purchase behavior with anger (rage) being the most important predictor in a bank (retail) setting. As the intensity of the negative affective state increases, customers more likely engage in effortful consequences. Gender of the customer and the service employee play minimal roles influencing evaluative and behavioral outcomes.     

Do satisfied customers bad‐mouth innovative products?

For many years marketing academics have recommended, and practitioners have implemented, organization‐wide programs that measure customers' levels of satisfaction with a firm's offerings because it is believed that satisfied customers are both more likely to continue using a previously adopted product and less likely to engage in negative word‐of‐mouth communication. Given the ubiquity of product‐review forums resulting from today's increasing levels of e‐commerce, this paper pairs cause constructs from the diffusion literature with effect constructs from the satisfaction and services literatures to reconsider that perspective. Specifically, it examines the relationships bet‐ween six perceived innovation attributes known to influence a new product's diffusion process and two post‐adoption behaviors, satisfaction and negative word‐of‐mouth communication. The results quash previous assumptions that satisfaction mediates negative word‐of‐mouth communication and reveal that satisfied customers do speak ill of previously adopted products. Implications for both theory and practice are also presented. © 2010 Wiley Periodicals, Inc.     

The examination of the relationship between experiential value and price fairness in consumers’ dining experience

Consumers enjoy sharing meaningful consumption experiences with others. The purpose of this study is to better understand this behavior by identifying the specific aspects of experiential value that motivate word of mouth behavior. To these ends, this study tests a model that proposes relationships among four types of experiential value (aesthetics, escapism, service excellence, and efficiency), satisfaction, price fairness, and word of mouth. The results indicate that, among the four types of experiential value, service excellence and efficiency are the most important determinants of post-consumption word of mouth. Accordingly, this research contributes a better understanding of experiential value and its effects on motivating favorable post consumption word of mouth promotion. Managerial implications providing a holistic perspective of consumer cognition, emotion, and motivation are provided.     

Altruistic eWOM marketing: More than an alternative to monetary incentives

As a form of word of mouth, online reviews are used to reduce uncertainty about service quality and direct consumer attitudes and behavior. As a consequence of the high persuasiveness and the broad accessibility of electronic word of mouth (eWOM), companies are very interested to proactively managing this form of customer-to-customer communication. Compared with traditional advertising provides, eWOM marketing is a more credible and low-cost alternative. So far marketers have commonly used monetary incentives to influence customer-to-customer communication. However, this form also includes potential negative consequences such as credibility loss through consumer skepticism and crowding-out effects. This study analyzed two new incentive programs for increasing recommendation likelihood that considered the activation of an altruistic form of motivation to overcome these drawbacks. Therefore, an experiment was designed with three experimental groups (incentive programs) vs. a control group (no incentive). Finally, the results are discussed while taking into account the advantages and drawbacks of the particular incentive program to deduce practical implications.     

Negative and positive customer shopping experience in an online context

Underpinned by the Bagozzi and Dholakia (1999) goal setting and striving framework this research firstly develops a negative online customer experience model after which regulatory focus theory is used to compare this model with a positive online customer experience model. Analysis of responses from 201 respondents in the first study shows service failure causes negative affective and cognitive experience and has an impact on dissatisfaction and negative word of mouth in the online retailing context. Moreover, results of a second study among 200 respondents indicates that while customer priority in a successful shopping context is affective experience, in a service failure the customer priority moves from an affective to a cognitive experience. Similarly, compared to cognitive experience, affective experience has a higher impact on customer satisfaction and positive word of mouth in a successful shopping context, while in an unsuccessful shopping context cognitive experience has higher impact on dissatisfaction and negative word of mouth. The findings of this study contribute to customer experience management in both successful and unsuccessful shopping situations.     

The Effects of Locus of Control on Word‐of‐mouth Communication

Word‐of‐mouth can be a powerful tool for and against marketing a brand. The effect of personality can have a significant effect on an individual's word‐of‐mouth behaviour. One of the most popular personality constructs is the locus of control. This research studied the influence of the locus of control on consumer word‐of‐mouth communications. The results showed that individuals who scored high on their internal locus of control were more likely to engage in word‐of‐mouth communication with their out‐groups. In addition, individuals who scored high on their external locus of control were more likely to engage in word‐of‐mouth communication with their in‐group. Out‐groups are defined as people with a weaker ties relationship, while in‐groups are defined as people with a stronger ties relationship (i.e. close friends and family). These findings would help marketers in directing their promotional programmes more effectively.     

The Effects of Rhetorical Figures and Cognitive Load in Word‐of‐Mouth Communications

Advertising messages often are intended to ignite large‐scale word‐of‐mouth campaigns among consumers. Drawing primarily from memetic theory, cognitive fit theory, and perceptual fluency, this research examines how rhetoric and cognitive load interact to enhance or diminish desirable effects such as retention of the original intent of the message (copy‐fidelity) and engendering a desire to pass the message along (fecundity). Certain types of rhetoric are shown to aid this process by making some messages more attractive for retransmission and increasing retention of the original message, while cognitive load modifies which types are effective in accordance with cognitive fit and perceptual fluency. The results suggest that low‐deviation high‐complexity message forms (known as reversal) are the most effective for creating positive word‐of‐mouth outcomes and limiting potentially negative outcomes. Additionally, the results show that destabilization messages are more likely to yield mutated word‐of‐mouth messages that consumers still feel a strong desire to pass along to others. For practitioners, the results indicate what message forms should be used to effectively spark word‐of‐mouth campaigns.     

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

Abstract

This study investigates how consumer personality characteristics of religiosity, spirituality, and emotional intelligence and the severity of service failure affect emotional and decisional forgiveness as a response to service failure. Further, the study explores the relationships between these two forms of forgiveness and service outcomes, including the intention to switch the service provider and spread negative word of mouth. Findings reveal that consumer religiosity has a strong and positive effect on both types of forgiveness. However, contrary to expectations, consumer spirituality has a negative relationship with decisional and no relationship with emotional forgiveness. While consumers' perceived severity of service failure is negatively related to both types of forgiveness, the findings also suggest that emotional intelligence exerts a significant moderating influence on the relationship between service failure severity and emotional forgiveness, whereas its moderating effect on decisional forgiveness does not appear to be significant. Results demonstrate the asymmetric effects of perceived severity of service failure and the two types of forgiveness on negative service outcomes. These findings contribute to the understanding on the role of consumers' implicit personality characteristics in interpretation of service failure incidents.     

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Abstract

Employing scenario-based experiments, this paper examines the effect of word of mouth (WOM) on the sender’s intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers self-enhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour. Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than that of positive WOM.