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Customer Satisfaction and Word-Of-Mouth Behavior

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Customer Satisfaction and Word-Of-Mouth Behavior - Kuokkanen, Juhani
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To how many people customers usually tell about their satisfying or dissatisfying consumption experiences? Is it so that dissatisfied customers are far more active in word-of-mouth than satisfied customers? The purpose of this study was to examine this link between customer satisfaction and word-of-mouth. An experimental research design was employed. In the manipulations of the independent variables, written scenarios about different hotel visits were used. The experiment was conducted in two groups, consisting of 207 ...

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Customer Satisfaction and Word-Of-Mouth Behavior 2009, LAP Lambert Academic Publishing, Saarbrucken

ISBN-13: 9783838304564

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