Oklahoma State University
Thomas E. Barry
Southern Methodist University
Peter A. Dacin
Queen’s University, Canada
Richard F. Gunst
Southern Methodist University
Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM.
Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships withWOMintentions and/or WOM behaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice.
Keywords: word of mouth; identification; consumer commitment
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, Pelaku Bisnis, Trainer dan Dosen Marketing Management)
e-mail : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id