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Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective

机译：了解电子和面对面的口口对象影响：新兴市场的观点

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摘要

Purpose - This paper aims to advance knowledge on the influencers of positive electronic and face-to-face word-of-mouth (WOM) behaviour by examining an interrelationship model of relationship quality (RQ) components and antecedents in the telecommunication service setting. Design/methodology/approach - A survey design was used to generate data from informants and was analysed using the partial least square structural equation modelling technique. Findings Findings indicate that service quality and relationship value have positive effect on trust and satisfaction, while service communication is positively related to trust but not satisfaction. Both trust and satisfaction have positive effect on face-to-face word-of-mouth (fWOM) and electronic word-of-mouth (eWOM). Additionally, relationship value directly influences fWOM but not eWOM, while service quality did not directly influence either mode of WOM behaviour. Research limitations/implications - The study was conducted in a single service setting, and thus, outcomes cannot be generalised. Farther, the authors limited the study of electronic WOM to only Facebook, WhatsApp and Twitter media. As such, caution should be applied in generalising the research findings across contexts. Practical implications - This paper provides a guide on how telecom service managers can develop and manage their relationship network. Specifically, it demonstrates how business referrals can be generated and harnessed to build customer retention from different relationship building strategies. The study suggests that service providers that deliver quality services, engineer superior value and provide reliable information are better placed to develop resounding relationships with customers and consequently get them to engage in positive referrals. Originality/value This study is unique because it investigates the antecedents of WOM from an inter-relational perspective. By simultaneously examining the direct effects of RQ, and its antecedents on both fWOM and eWOM in a single model, the authors illustrate the antecedents and outcomes of RQ in a distinctive way.
机译：目的 - 本文旨在通过检查电信服务环境中的关系质量（RQ）组件和前一种的相互关系模型来推进积极电子和面对面口语（WOM）行为的影响。设计/方法/方法 - 调查设计用于从信息管理员生成数据，并使用部分最小二乘结构方程式建模技术进行分析。调查结果调查结果表明，服务质量和关系价值对信任和满意度具有积极影响，而服务通信与信任肯定相关但不满意。信任和满足都对面对面的口交（FWOM）和电子话语（EWOM）具有积极影响。此外，关系值直接影响FWOM但不是EWOM，而服务质量没有直接影响WOM行为的模式。研究限制/影响 - 在单一服务环境中进行了研究，因此，结果无法推广。作者更远的是，只有对Facebook，WhatsApp和Twitter媒体的研究。因此，应谨慎地应用于概括上下文的研究结果。实际意义 - 本文提供了关于电信服务经理如何开发和管理其关系网络的指南。具体而言，它展示了如何生成和利用业务推荐，以建立不同关系建设策略的客户保留。该研究表明，提供优质服务，工程师卓越价值和提供可靠信息的服务提供商更好地利用与客户的响亮关系，从而让他们参与正面的推荐。本研究的原创性/值是独一无二的，因为它从关系间的角度调查了WOM的前书。通过同时检查RQ的直接效果及其在单个模型中的FWOM和EWOM上的直接影响，作者以独特的方式说明了rq的前一种和rq的结果。

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