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Erschienen in:
2013 | OriginalPaper | Buchkapitel
What’s the Buzz about the Store? A Comparative Study of the Sources of Word of Mouth and Customer Satisfaction and their Relationships with Sales Growth
verfasst von : Johan Anselmsson, Ulf Johansson
Erschienen in: European Retail Research
Verlag: Springer Fachmedien Wiesbaden
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This is the first study to systematise the “buzzables” in retailing that drive word of mouth (WOM) and to compare the argued relationship between WOM and sales growth with the relationship between customer satisfaction and sales growth. The results build on data from 27 retail chains in seven categories in the Scandinavian retail market, panel data from 3000 households and 1000 customer interviews. The results show that satisfaction and WOM are equally important for growth. Contrary to the previous literature, which has maintained that unique and extreme features drive WOM, it is rather common factors such as value for money, quality and range of goods that encourage WOM.