Title

Word-of-Mouth Processes Within a Services Purchase Decision Context

Document Type

Article

Publication Date

2000

Publication Title

Journal of Service Research

Volume

3

Issue

2

First Page

166

Last Page

177

DOI

10.1177/109467050032005

Keywords

Word-of-Mouth Processes, Purchase Decision Contexts

Abstract

This article investigates the processes of word of mouth (WOM) within a services purchase decision context. The authors argue that to understand these processes, researchers must examine the role of interpersonal influences in the traditional WOM models based within the noninterpersonal paradigm. As a result of the current investigation, three distinct relations emerge: first, the effect of the noninterpersonal forces (receiver’s expertise, receiver’s perceived risk, and sender’s expertise) on the influence of WOM on service purchase decisions; second, the effect of the interpersonal forces (ties strength and how actively WOM is sought) on the influence of WOM on service purchase decisions; and third, the effects of noninterpersonal forces on interpersonal forces. Managerial implications and avenues for future research are addressed.

Comments

This article was first published in the Journal of Service Research. Copyright Sage Publications.