Influence of word of mouth on customer perception of service

This research paper focuses on the influence of word of mouth (WOM) on customers’ perception of service. It’s axiomatic that negative WOM can significantly impact brand reputation. Studying the effect of WOM on such perceptions, though, is another matter. And the research article delves into some interesting bits. First, customers’ perceived service value influences their revisit intention, which in turn influences positive or negative WOM. Second, gender influences WOM. The study points out that women trend more towards a relational aspect versus men who are more trial-and-error focused:

  • For female customers, relational service quality will have a stronger total influence on the WOM than core service quality.
  • For male customers, core service quality will have a stronger total influence on WOM than relational quality.
  • The total effect of relational quality on WOM will be stronger for female customers than the male.
  • ┬áThe total effect of core quality on WOM will be stronger for male than female.

The implications seem fairly obvious: focus on delivering superior relational and core experiences. The study suggests different methods of CRM (call scripts, greetings, etc) based on gender, especially where the CRM involves human-to-human interaction. In real estate, this could trickle down to agents’ initial interactions with cusomters too: for men, generally, get right to the point, whereas for women, generally, focus on establishing a relationship first and ease into the data as relationship-focused interactions mature.

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