Customer-to-customer interactions and word of mouth: conceptual extensions and empirical investigations

Abstract

Although the importance of customer orientation has been well addressed in strategic marketing, these ideas generally focus on managing business-to-customer interactions. Strategic importance of understanding customer-to-customer interactions (CCIs) has received very little attention. Word of mouth (WOM) research has recently been broadened in the context of CCI. Research that addresses during-the-experience word of mouth (WOM_de) in the actual service setting is scant. Thus, we empirically distinguish WOM_de and post-consumption experience (WOM_pe) and investigate their interconnected relationships within a nomological network. We use a mixed-methods approach to generate and code a collection of WOM_de events and a survey to capture further variables of interest including WOM_pe. Our exploratory study demonstrates that WOM_de has a positive impact both on customers’ emotional reaction in the service context and on brand perceptions. Subsequently, the magnified brand perceptions act as a significant driver of customer trust and WOM_pe. We also distinguish between brand-related and brand-unrelated WOM_de and offer insight into the effect of both types of conversation on customer perceptions and attitudes.

Keywords::

• word-of-mouth
• customer-to-customer interactions
• brand strategy
• S-D logic