The influence of the source and valence of word-of-mouth information on post-failure and post-recovery evaluations

Hess, Ronald L.; Ring, Lawrence J.

doi:10.1007/s11628-015-0272-3

Cited by 13 publications

(15 citation statements)

References 50 publications

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“…Although WOM was originally studied in the 1960s, there has been a significant increase in academic investigation in retail in recent years (e.g. Kumar et al , 2013; Riquelme et al , 2016; Hess and Ring, 2016; Vesma et al , 2016). There are different definitions of the WOM concept.…”

Section: Conceptual Framework and Model Propositionmentioning

confidence: 99%

“…In the pre-purchase stage individuals seek information as a risk reduction strategy (King et al , 2014). In the post-purchase stage, consumers engage in WOM with a variety of motivations, mainly to help other consumers, prevent possible errors, vent their anger or reduce cognitive dissonance (Kim and Gupta, 2012; Eisingerich et al , 2014; Hess and Ring, 2016).…”

Section: Conceptual Framework and Model Propositionmentioning

confidence: 99%

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Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Blasco

Velázquez

Saura

2017

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Purpose The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable. Design/methodology/approach On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity. Findings The results show two latent segments where the intensity of causal relations varies, which means that the effect of value dimensions and satisfaction are over or underestimated when heterogeneity is ignored. Originality/value The main value of the paper has been to analyze the potential heterogeneity of value dimensions (intravariable approach), and their links with satisfaction and some dimensions of loyalty (intervariable approach). Customer heterogeneity must be studied to understand the satisfaction process and WOM responses in order to design more efficient and effective relationship marketing strategies.

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Section: Conceptual Framework and Model Propositionmentioning

confidence: 99%

Section: Conceptual Framework and Model Propositionmentioning

confidence: 99%

Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Blasco

Velázquez

Saura

2017

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“…One of the factors consumers consider in their decision-making processes is word-of-mouth (WOM), defined as 'informal, person-to-person communication between a perceived noncommercial communicator and a receiver regarding a brand, product, an organization, or a service' (Harrison-Walker 2001, p.63). The importance of WOM has long been a relevant topic for marketing researchers and practitioners (Gruen et al 2006) because customers often rely on word-of-mouth recommendations to influence many types of purchase decisions (Hess and Ring 2015).…”

Section: The Importance Of Electronic Word-of-mouth (Ewom)mentioning

confidence: 99%

Aggregate consumer ratings and booking intention: the role of brand image

2016

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The very nature of tourist services implies that consumers consider all available cues when making hotel bookings. Information obtained via the Internet is an especially important cue, and the findings of numerous studies highlight the importance of peer-generated information-electronic word-of-mouth (eWOM)-in consumers' decision-making processes. Along with eWOM, however, traditional marketing signals such as brand image and price still affect consumer behaviour. Thus, this study analyses the effect of eWOM (i.e. global hotel ratings) on purchase intention, considering the role of brand image. Two online scenario-based experiments designed using real information from TripAdvisor were conducted. The final sample comprised 260 participants. Variation in hotel ratings modified consumers' purchase intentions, with brand image playing a significant role in this relationship. The effect of eWOM on consumer purchase intentions was higher (lower) for hotels with a poorer (better) brand image. The results of the analysis imply that price can potentially help to prevent the negative effect of poor ratings.

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“…eWOM received post-purchase allows consumers to reform their perception of the consumed product/service, thereby influencing switching behaviour (Wangenheim and Bayón, 2004). Further, Hess and Ring (2016) assert that the valence of WOM information about a service provider received in the post-failure stage affects consumers' satisfaction and trust towards that service provider. Additionally, eWOM information received in the post-purchase stage has been found to influence consumers' eWOM-giving behaviour (Liu and Keng, 2014), triggered by comparison as a social need of consumers (Alexandrov et al, 2013;Choi et al, 2017).…”

Section: Social Comparison In Ewommentioning

confidence: 99%

“…<Insert Figure 1 here> More precisely, unlike the pre-purchase stage where consumers have limited knowledge and experience about the product/service, consumers have acquired their own consumption experience by the time they encounter online reviews in the post-purchase stage (Carù and Cova, 2003); thus, making the online review reception post-purchase fundamentally different from pre-purchase stages. The involvement of personal consumption experiences creates new dynamics in post-purchase evaluation, together with online review information received (Hess and Ring, 2016). Such new dynamics allow consumers to compare their own experiences with eWOM information on the review sites in which others' experiences with the same company are being shared.…”

Section: Introductionmentioning

confidence: 99%

Do online reviews still matter post-purchase?

Liu

Jayawardhena

Osburg

et al. 2019

INTR

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Purpose The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE). Design/methodology/approach Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design. Findings Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR. Practical implications The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers. Originality/value The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.

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The influence of the source and valence of word-of-mouth information on post-failure and post-recovery evaluations

Cited by 13 publications

References 50 publications

Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Aggregate consumer ratings and booking intention: the role of brand image

Do online reviews still matter post-purchase?

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