| Tekijä: | Bay, T. Weber, L. |
| Otsikko: | Der Einfluss von personlicher Kommunikation auf Kundenzufriedenheit, Kundenbindung und Weiterempfehlungsverhalten. Design und Ergebnisse einer empirischen Studie im deutschen Strommarkt |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:3, p. 181-194 |
| Asiasana: | MARKETING CUSTOMERS CONSUMER BEHAVIOUR LOYALTY COMMUNICATION GERMANY |
| Kieli: | ger |
| Tiivistelmä: | Effects of word-of-mouth (WOM) have been researched extensively in a pre-purchase context. However, whether WOM exerts an influence on post-purchase processes such as satisfaction and loyalty has never been studied. Building up on behavioral theories, the authors argue that positive and negative WOM not only influence purchase decisions, but also are important determinants of customer satisfaction, loyalty and subsequent behavior. The authors test the authors' hypotheses in an empirical study with 765 customers of a large German energy provider. The authors show managerial implications of the authors' study and give suggestions for future research. |
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