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首页> 外文期刊>Journal of Business Research >Talk up or criticize? Customer responses to WOM about competitors during social interactions
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Talk up or criticize? Customer responses to WOM about competitors during social interactions

机译：说话还是批评？客户在社交互动中对WOM关于竞争对手的回应

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摘要

Popular metrics such as the Net Promoter Score (NPS) highlights many benefits of word of mouth (WOM) to firms. Is WOM all it is claimed to be? Building on social identity theory, this research develops a conceptual model of WOM exchange in social settings and tests the model with customer surveys of three service sectors. The findings show that the effects of (1) positive and negative WOM (P/NWOM) received about competitors and (2) perceived presence of critical incidents (PPCIs) on P/NWOM given about own service provider are far from intuitive. Responses to PWOM received counter the suggestions in the NPS literature. The findings also indicate that the best firms can hope for when receiving NWOM about competitors is that their customers remain silent. It is recommended that firms communicate a message that is consistent with the nuanced views expressed by friends in social circles, rather than a uniformly superior positioning.
机译：净促销值（NPS）等流行指标突显了公司的口碑效应（WOM）。是WOM所声称的吗？在社会认同理论的基础上，本研究建立了社交环境中WOM交换的概念模型，并通过对三个服务领域的客户调查来测试该模型。调查结果表明，（1）收到关于竞争对手的正面和负面WOM（P / NWOM）的影响，以及（2）感知到有关自己的服务提供商的P / NWOM上的严重事件（PPCI）的影响远非直觉。对PWOM的回应与NPS文献中的建议相反。调查结果还表明，最好的公司在收到有关竞争对手的NWOM时可以希望的是，他们的客户保持沉默。建议公司传达的信息与社交圈朋友表达的细微差别一致，而不是统一的优势定位。

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