How word of mouth behaviour changes across different types of services

Abstract

Over the past six decades word of mouth (WOM) has been recognised as an important force in the marketplace. However, gaps in our knowledge remain. One of the gaps concerns the relationship between customer satisfaction and WOM, with three competing relationships being supported by past research: a negativity bias, a positivity bias and a symmetric relationship. This paper develops a conceptual model of how the satisfaction – WOM relationship varies depending on the type of service encounter. Results from an experimental study support the conceptual model, indicating that certain services exhibit a positivity bias, while other services result in a negativity bias, thus reconciling past conflicting findings. Results are explained using the self-serving bias and consumers’ desire for impression management.