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

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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.
... 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. ...
Book
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This open access book takes a fresh look at the nature of the digital travel experience, at a time when more and more people are engaged in online social interaction, games, and other virtual experiences essentially involving online visits to other places. It examines whether these experiences can seem real to the virtual traveller and, if so, under what conditions and on what grounds. The book unpacks philosophical theories relevant to the feeling of being somewhere, emphasising the importance of perception and being-in-the-world. Notions of place are outlined, based on work in tourism studies, human geography, and other applied social fields, with an aim to investigate how and when different experiences of place arise for the traveller and how these relate to telepresence – the sense of being there in another place through digital media. Findings from recent empirical studies of digital travel are presented, including a survey from which the characteristics of “digital travellers” are identified. A review of selected interactive design trends and possibilities leads to the conclusion, which draws these strands together and looks to the future of this topical and expanding field.
... 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. ...
Chapter
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In this chapter we look at notions of place, as outlined in work in human geography, tourism studies and other applied social fields. We consider the distinction between spaces and places and on how different experiences of place arise in the traveller. This is important to our understanding of tourist and other travel experiences, and to experiencing a sense of place in digital environments. Despite some commonalities, we find that digital travel is unlike physical travel in many significant respects, but that the experience of a place can, in some circumstances, be similar. For digital travel and digital experiences, place attachment is relevant for places that a person knows well. We conclude that a digital experience can become a spatial experience if our bodily senses are invoked by the virtual place.
... tomar la decisión de compra, este fenómeno se denomina boca-boca o en inglés denominado Word of Mouth (WOM).Los productos turísticos conllevan una mayor complejidad durante el proceso de comercialización puesto que, la experiencia de viaje es algo difícil de definir y cuantificar(Pizam et al., 1978), tomando en consideración esta situación el área académica de marketing a nivel mundial se apoyó en el estudio del WOM como primer sistema de comunicación fiable para medir la percepción del comprador(Katz y Lazarsfeld, 2006;Richins, 1983), es decir, conseguir a partir de múltiples criterios de valoración cuantificar la calidad del producto a ser consumido, lo cual se ha convertido en un reto continuo para el sector empresarial turístico, debido a la compleja y cambiante situación que representa cubrir las necesidades y exigencias de los consumidores (Flores Mancheno et al.,2020), esto ha conllevado pasar del turismo 1.0 (WOM) a un turismo 2.0 (e-WOM), esta nueva etapa se considera como el electronic-Word of Mouth (e-WOM). El e-WOM permite medir la percepción del consumidor, ya no limitada a los comentarios que este puede recibir de las personas más cercanas, sino que actualmente integra las perspectivas de otros usuarios sin necesidad que estos estén relacionados previamente. ...
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El propósito general del estudio es realizar un análisis comparativo de la reputación alcanzada por los establecimientos registrados en 10 aplicaciones móviles para la reservación directa del servicio de alojamiento en la ciudad de Loja. La identificación de aplicaciones móviles se llevó a cabo mediante una búsqueda avanzada en la plataforma Play Store de Android. La información se sistematizó en una base de datos que fue analizada en el programa Microsoft Excel e InfoStat. Entre los resultados más representativos se aprecia que durante la pandemia cerca del 61% de establecimientos registrados salió de estos medios de comercialización. Así también, se aprecia que los establecimientos no regulados registrados principalmente en la app Airbnb presentan una mejor valoración en todos los criterios de evaluación, mientras que los establecimientos regulados que se encuentran en OTAs internacionales perciben las valoraciones más bajas. Se concluye que un análisis a profundidad de la información generada por el eWOM brinda una retroalimentación más rápida y eficaz de las experiencias, con lo cual su estudio resulta en un importante elemento para la mejora de las experiencias.
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Because e-WOM is one of the useful digital marketing elements for any organization, a better understanding of its process will help individuals take more advantage of this concept. e-WOM enables individuals to form relationships with firms, brands, and other customers, which leads to benefits for both consumers and companies. It plays a significant role in a firm’s performance. The present study implements a different approach to reviewing by combining two bibliometric methods, multidimensional scaling analysis (MDS) and hierarchical cluster analysis (HCA), via Bibexcel software to have a deeper investigation of the process. Considering the 468 journal papers on e-WOM allowed us to study the intellectual streams and significant perceptions underpinning e-WOM. By dividing the study timeframe into three periods, we realized that there have always been three main concepts in this field: consumer behavior, sales, and the tourism and hotel industry. Further, by proposing a framework, we have expanded these concepts accompanied by the role of artificial intelligence and robots in the process of e-WOM. Consequently, new concepts “r-WOM”, “automated user engagement”, and “smart selling” are introduced and demonstrated as a consequence of using technology-based tools in the process of e-WOM. Finally, the future scope of this field has been designed. We contribute to the literature by offering theoretical and managerial implications.
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