A Study on Effect of Brand Credibility on Word of Mouth: With Reference to Internet Service Providers in Malaysia

Abstract

Service industries have chosen the significance of customers' satisfaction and loyalty in one side, and the retention of these customers in another side. Factors influencing the retention of customers in which brand credibility is one. Despite there have been studies targeting issues of brand, satisfaction and loyalty; this study included word of mouth to fill the existing gap in the Internet service providers in Malaysia. 120 respondents participated in this study, which all were customers of Internet services for at least 2 years. This study found that brand credibility has positive impact on word of mouth through customers' satisfaction and loyalty.

The Effects of Brand Credibility on Customer's WOM Communication: The Moderator Role of Brand Commitment A Conceptual Paper

“…Subsequently, Gwinner, Gremler, and Bitner (1998) found the psychological benefit of trust to be more important than special treatments in consumer relationships with service firms. Ghorban & Tahernejad (2012) cited from Kotler and Keller (2008) that they described the brand as the name, term, sign, symbol, design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Ghorban & Tahernejad (2012) mentioned that customers and users evaluate identical products and services based on their brands, one way to reach information about brands is past experiences by customers, customers compare different brands to selected best ones according to their needs and requirements.…”

“…Evans (2002) examined churn or retention on telecommunication industry and financial sector. Ghorban et al (2012) explored the retention on internet service delivers. There are few factors that can influence the retention of customers, for example, offering product and services with vast names and brand targets today's customers.…”

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“…The findings indicated that in line with previous empirical researches (Armelini, 2011;Kassim & Abdullah, 2008;Murtiasih et al, 2013;Rezvani et al, 2012) word of mouth has a significant positive relationship with brand loyalty. Further, Ghorban and Tahernejad (2012) considered word of mouth as a key marketing factor which has a powerful effect on consumers' behavior and the decisions that they form during purchasing process. The finding indicates that consumers' loyalty toward a brand increases through positive word of mouth recommendations from others who had previous experiences in using the products or services of that brand.…”

“…Word of mouth exerts a strong effect on the choice or preference of consumers, and this may enable firms to uplift their market shares by influencing their customers to develop favourable word of mouth (Casaló et al, 2008). Particularly, favourable word of mouth is highly regarded as driving factor of brand choice, whereas negative word of mouth discourages brand choice (Ghorban & Tahernejad, 2012). The practical implications from these results indicate that firms should put greater emphasis on word of mouth in order to maximize brand popularity that resultantly would influence consumers' preferences during purchase process.…”

Online Marketing for Media: The Case of Greek News Websites

“…Researchers, developers and managers employ these data and create user-centered design systems (Hong, & Park, 2011) that provide satisfaction to users. (Healy & Herder, 2002;Malik, 2012) In addition, the use of digital marketing techniques in the construction and operation of news websites is of high importance, not only for the traffic, but also for the satisfaction of the visitors even for the word of mouth (Ghorban, 2012). This paper addresses the use of the characteristics and online, digital marketing-based tools in Greek news websites.…”