Impact of Marketing Efforts and Customer Satisfaction on Word-of-Mouth--Study Based on Mobile Phone Users in China

摘要：

Consumersword-of-mouth (WOM) is one of the important topic in consumer behavior research,also is a central issue in customer satisfaction theory.While it was extensively examined by existing research,two shortcomings remain: (1) there is no consistent conclusion on how marketing efforts impact consumersWOM communication;(2) it remains questionable which roles customer satisfaction plays in the relationship between marketing efforts and WOM.This study conducted a survey in mobile phone users,and tested relationships between these three constructs by running a structural equation model.The main results indicate that (1) marketing efforts have a positive impact on consumersWOM spread behavior;and (2) customer satisfaction plays an important mediating role among the relationship between marketing efforts and WOM spread behavior.In the end,this study also discusses the managerial implications.

关键词： Word of Mouth Customer Satisfaction Marketing Efforts Mobile Phone User

作者: YANG Xuecheng ZHANG Xiaohang WU Jun

作者单位: School of Economics and Management,Beijing University of Posts and Telecommunications Beijing,100876,China

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 33-37

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）