Customer satisfaction and word of mouth
Anderson, Journal of Service Research 1(1), 1998, 5-17. Asks whether dissatisfied customers spread more word of mouth than satisfied ones; proposes an asymmetric U-shaped relationship; data from the United States and Sweden did not allow rejection, estimates similar across samples; dissatisfied customers talk more than satisfied ones but the difference is smaller than commonly assumed.
Anderson, Journal of Service Research 1(1), 1998, 5-17. Asks whether dissatisfied customers spread more word of mouth than satisfied ones; proposes an asymmetric U-shaped relationship; data from the United States and Sweden did not allow rejection, estimates similar across samples; dissatisfied customers talk more than satisfied ones but the difference is smaller than commonly assumed.
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Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17. doi:10.1177/109467059800100102 https://doi.org/10.1177/109467059800100102