Customer protest: Exit, voice or negative word of mouth
نویسنده
چکیده
Of the three forms of protest the propensity of word of mouth (WOM) seems to be the most common, and the most exclusive form of protest seems to be exit. The propensity for voice lies in between. The costs linked to voice influence the propensity for WOM. The customers seem to do an evaluation between the three forms of protest, yet the rational picture of the customers should be moderated. Leaders should improve their treatment of the customers making complaints. The more they can treat customer complaints in an orderly and nice way the less informal negative word of mouth activity they will experience and they will reduce the exit propensity and lead the customers to the complain organisation. They should also ensure that their customers feel they get equal treatment by the staff.
منابع مشابه
The Effect of Word-Of-Mouth Advertisements on the Responses of Clients (Case Study: Mobile Operators)
Customer reviews in social media contain valuable electronic word-of-mouth (eWOM) information of products, which facilitates firms’ business strategy and individual consumers’ comparison shopping. This study examined the effects of eWOM motivations on customers’ behavioral intentions in the Mobile operators setting. eWOM advertising is very important because nowadays many customer buying decisi...
متن کاملGuerilla Marketing Approach on Consumer’s Purchase Intention with Presence of Mediator Variable of Satisfaction
Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...
متن کاملThe Effect of Customer Perceived Value on Word of Mouth and Loyalty in B-2-B Marketing
The purpose of this study focuses on the role of Customer Perceived Value (CPV) in building Word of Mouth (WOM) and loyalty at the Business to Business (B2B) context. More specifically, we examine the proposition that customer perceived value in service providers with unique antecedents and consequences. Data were collected in the main study by measuring the participants through face-to-face in...
متن کاملA Model of E-Loyalty and Word-Of-Mouth based on e-trust in E-banking services (Case Study: Mellat Bank)
Customers extend robust trust to a business when they believe the business puts their interests first. Good experience of banking services and recommendations of other customers can increase trust. Loyalty and Word of mouth (WOM) is accepted as key factors successes of marketing. This paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...
متن کاملThe effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction
Internet revolution and ICT have changed the world and access to information and communication of the people with each other is possible more than past. In this new environment, relying on E-word of mouth communication could be a way to achieve a competitive advantage. Given the pervasive role of new technologies in Service industry as well as importance of customer loyalty in the insurance ind...
متن کامل