Reactions of clients to referral requests

Satisfied and affectively committed clients are likely to refer their service providers to other consumers. Some devoted clients, however, seldom or never offer word-of-mouth (WOM) recommendations. Using the theory of planned behavior (TPB) and structural equation modeling, we found that negative attitudes toward giving referrals and perceptions of limited control over referral-giving were associated with reduced referral intentions for satisfied and affectively committed clients. The theoretical implications are that a firm's ability to manage WOM depends not just upon clients' attitude toward the David J. Hagenbuch is Assistant Professor of Marketing, Messiah College,

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Understanding Satisfied and Affectively Committed Clients' Lack of Referral Intent

Hagenbuch

Wiese

Dose

et al. 2008

Services Marketing Quarterly

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Reactions of clients to referral requests

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References 15 publications

Understanding Satisfied and Affectively Committed Clients' Lack of Referral Intent

Understanding Satisfied and Affectively Committed Clients' Lack of Referral Intent

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