Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment |
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Affiliation: | 1. College of Business, University of Mississippi, 322 Holman Hall, P.O. Box 1848, University, MS 38677, USA;2. Woxsen School of Business, Plot No 1267, 2nd Floor, Gateway Jubilee, Road No. 36, Jubilee Hills, Hyderabad, India |
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Abstract: | This study examines how receiving negative and positive word-of-mouth from satisfied and dissatisfied customers influences the potential customer. By explicitly including responses in terms of emotions—which hitherto have been neglected in research on word-of-mouth—it was found that emotional contagion and affect infusion were involved in the response process. The net effect was that receiving positive word-of-mouth as opposed to receiving negative word-of-mouth produced more positive evaluations of the service firm in the word-of-mouth conversation and higher levels of purchase intent vis-à-vis this firm. The results are thereby consonant with implicit assumptions in existing literature that word-of-mouth from the existing customer may have a significant impact on the potential customer, and this study indicates that emotional variables play an important role in the influence process. |
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