9722620 Stan

Presenter: Stan Chung Instructor: Dr. Pi-Ying Teresa Hsu Date: Nov. 3, 2008

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[object Object],Retailer does not control word-of-mouth. Retailer does not purchase word-of-mouth communications. Word-of-mouth is not mass media.

Monitoring customer praise Seeking customer complaints (Swan & Oliver, 1989)

[object Object],Awful Service Good or Adequate Service Great Service Negative Word of Mouth No Word of Mouth Positive Word of Mouth

Method Participants need to react to many statements. Duration Over 2 year Participants 57 retail firms

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Much creditability in person-to-person contact. Especially when this contact is found to be personalized .

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Topic Consumer’s attitudes towards online word-of-mouth and their purchasing intention. Participants People who have the experience of using online word-of-mouth. Methodology Questionnaire for 250 participants.

9722620 Stan

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9722620 Stan