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Negative word of mouth by dissatisfied customers: A pilot study. Journal of Marketing

DOI:10.2307/3203428
Authors:
Marsha L. Richins at University of Missouri
Marsha L. Richins
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Abstract

While marketing scholars have emphasized the importance of customer satisfaction, few studies have examined in detail consumers' responses to dissatisfaction. This study examines correlates of one possible response-telling others about the dissatisfaction-and identifies variables that distinguish this response from others. Variables investigated include the nature of the dissatisfaction, perceptions of blame for the dissatisfaction, and perceptions of retailer responsiveness. Marketing management and consumer behavior research implications are discussed.
JM WOM
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JM WOM
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All content in this area was uploaded by Marsha L. Richins on Mar 17, 2015
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... In consumer research, word of mouth (WoM) is a well-established concept (Arndt, 1967;Richins, 1983) to help predict purchase intentions. Word of mouth is defined by Anderson (1998) and Singh (1988) as all informal communications between a customer and others regarding evaluations of goods or services. ...
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