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01-06-2016 | Empirical article

Measuring word-of-mouth activity after a service encounter: are we measuring what customers communicate?

Author: Nic S. Terblanche

Published in: Service Business | Issue 2/2016

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Abstract

The current study differs from previous research that measured WOM activity, as an experimental between-subjects research design, was applied and the stimuli were videos of four service encounters to ensure external validity. The factors that were manipulated in the experiment were the level of service quality provided by the waitron and the waitron’s emotional display. The study found that WOM activity measurement by means of a typical recommendation item is not a true reflection of how a customer experienced a service encounter and more recommendations were done personally than by electronic means. Managerial implications, based on the findings, are made.

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Title: Measuring word-of-mouth activity after a service encounter: are we measuring what customers communicate?
Author: Nic S. Terblanche
Publication date: 01-06-2016
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 2/2016
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-015-0268-z

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