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Word of mouth revisited: In 2012, how many people does a dissatisfied consumer complain to ?

Word of mouth revisited: In 2012, how many people does a dissatisfied consumer complain to ?. Claudine Ouellet M.Sc . Student Prof. Pierre Beaudoin, Marie J. Lachance, Pierre Valois, Université Laval. Problem Statement.

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Word of mouth revisited: In 2012, how many people does a dissatisfied consumer complain to ?

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  1. Word of mouth revisited: In 2012, how many people does a dissatisfied consumer complain to ? Claudine Ouellet M.Sc. Student Prof. Pierre Beaudoin, Marie J. Lachance, Pierre Valois, Université Laval

  2. ProblemStatement • The advent of Social Media has changed the concept of word of mouth (Bach & Kim, 2012) : electronicword-of-mouth (e-WOM) • Studies to date have addressed the consequences (48%) of e-WOM more than its antecedents (20%) (Chan & Ngai, 2011) • We know very little about the profile of consumers who complain through social media, especially those who are using social networks sites (SNS).

  3. Research Questions • What is the profileof dissatisfied consumers who complain through SNS ? • Who ? – Personality traits and social media use • What ? – Other actions taken to express dissatisfaction • Why ? – Goal in expressing dissatisfaction • How many people are dissatisfied consumers complaining to ? • Comparison with a previous study (TARP, 1981)

  4. Conceptual Model Negative WOM Hirschman (1970) original model extended by Singh (1990)

  5. Participants and Method • 1021 universitystudents • 31% males and 69% females • Self-administred web-based questionnaire(79 items) • Data collection in winter 2012 81,5%

  6. ResearchHypothesis/Results Consumerswho express theirdissatisfactionthrough SNS … • H1:... have a higher score on Consumer AdvocacyScalethanthosewhodid not complain(Chelminskiet Coulter, 2011; Hennig-Thurau et al., 2004) **Supported** Note: Consumer Advocay Scale from Chelminski & Coulter, 2011

  7. ResearchHypothesis/Results Consumerswho express theirdissatisfactionthrough SNS … • H2 : ... are more sociable thanthosewhodid not complain(Lau et Ng, 2001) **Supported** Note: Sociability Scale from Villani & Wind, 1975

  8. In 2012, how many people does a dissatisfied consumer complain to?

  9. TARP study (1981) : 10-16 personsOur study (2012) : 290 persons

  10. Discussion • E-WOM is more thanever a public action : not anymore a private action, as previouslyconceptualised • What’snext for e-consumerism ? (Pitt, Berthon, Watson, & Zinkhan, 2002; Rezabakhsh, Bornemann, Hansen, & Schrader, 2006; Rha, Widdows, Hooker, & Montalto, 2002; Urban, 2005) Twojudicial causes in Quebec : Kia and Morin • Preliminaryresults; more to come !

  11. Thankyou for your attention Let’s connect ! ClaudineOuellet http://ca.linkedin.com/in/claudineouellet

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