Toward a Model of Word-of-Mouth in the Health Care Sector

ABSTRACT

An important source of health information is word of mouth (WOM). Nevertheless, a model describing WOM in the health care sector does not exist. The aim of this paper is to contribute to research by providing concrete suggestions for a model of word of mouth in the health care sector. A conceptual framework comprising the theory of cognitive dissonance, the theory of the strength of weak ties, and the theory of perceived risk are used as a theoretical anchor. In order to gain a more precise knowledge of WOM in the health care sector, a literature review of leading health care journals is conducted. The findings are summarized in the form of a model proposal describing the creation, spread, and impact of WOM in the health care sector. As the model summarizes the current WOM literature, it seems to be a good starting point for further research by scholars. The paper also helps practitioners to better understand WOM and integrate the WOM aspects described into their daily work.

KEYWORDS:

• Health care
• literature review
• model
• word of mouth (WOM)

Acknowledgments

The author is grateful to Linda Tuttle Weidinger, BA, professor of English, University of Applied Sciences Upper Austria and University of Education, Linz, Austria, for her language assistance and proofreading.

Disclosure statement

The author has disclosed that he has no significant relationship with or financial interest in any commercial companies pertaining to this article. The manuscript has not been published elsewhere and it has not been submitted simultaneously for publication elsewhere. A version of the paper has been submitted to the EURAM 2016 conference, but only for presentation at the conference.