Розширена анотація українською мовою

У цій статті представлений теоретичний огляд усної комунікації шляхом розгляду історії її розвитку, визначення сутності цього поняття і важливості в сфері послуг, а також дослідження трьох точок зору на розуміння усної комунікації, що виділяються в літературі, та значення сили міжособистісного зв’язку, демографічної подібність і достовірності джерела при усній комунікації.

Ключові слова: з вуст у вуста, послуги, ризик, сила міжособистісного зв’язку, достовірність джерела, демографічна подібність, усна комунікація.

Цитувати як: Gheorghe I.-R. (2012). Word-of-mouth communication: a theoretical review. Marketing and Management of Innovations, 1, 132-139. https://doi.org/10.21272/mmi.2012.1-14

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

Список використаних джерел

1. Anderson E.W. Customer Satisfaction and word of mouth / E.W. Anderson // Journal of Service Research. – 1998. – no 1, Vol. 1. – R. 5-17.
2. Arndt J. Word-of-mouth advertising: a review of the literature / J. Arndt. – New York : The Advertising Research Foundation Inc, 1967.
3. Arndt J.A. Selecting processes in word of mouth / J.A. Arndt // Journal of Advertising Research. – 1968. – Vol. 8. – R. 19-22.
4. Bansal H.S. Word-of-mouth processes within a service purchase decision context / H.S. Bansal, P.A. Voyer // J Serv Res. – 2000. – no 2, Vol. 3. – R. 166-177.
5. Beatty S. External search effort: an investigation across several product categories / S. Beatty, S. Smith // Journal of Consumer Research. – 1987, Vol. 14. – pp. 83-95.
6. Bergeron J. Les determinants de la fidelite des clients commerciaux dans l’industrie bancaire canadienne / J. Bergeron, L. Ricard, J. Perrien // Canadian Journal of Administrative Sciences. – 2003. – no 2, Vol. 20. – R. 107-120.
7. Bharadwaj S.G. Sustainable competition advantage in services industries: a conceptual model and research prepositions /, S.G. Bharadwaj, P.R. Varadarajan, , J. Fahy // Journal of Marketing. – 1993. – no 4, Vol. 57. – pp. 83-99.
8. Birnbaum M.H. Source credibility in social judgment: bias, expertise and the judge’s point of view / M.H. Birnbaum, S.E. Stegner // Journal of Personality and Social Psychology. – 1979. – Vol37. – R. 48-74.
9. Boles J.S. Business relationships: an examination of the effects of buyer-salesperson relationships on consumer retention and willingness to refer and recommend / J.S. Boles, H.C. Barksdale, J.T. Johnson / Journal of Business and Industrial Marketing. – 1997. – no12. – R. 248-258.
10. Bone P.F. Determinants of WOM communication during product consumption / P.F. Bone // Advances in Consumer Research. – 1992. – no 19. – R. 579-583.
11. Bone P.F. Word-of-mouth effects on short-term and long-term product judgments / P.F. Bone // J Bus Res. – 1995. – Vol. 32. – R. 213-224.
12. Bristor J.M. Enhanced explanations of word of mouth communications: the power of relationships, in Hirschman, E.C. / J.M. Bristor // Research in consumer behavior. – Greenwich : JAI, 1990. – R. 51-83.
13. Brown J.J. Social ties and word-of-mouth referral behavior / J.J. Brown, P.H. Reingen // Journal of consumer research. – 1987. – no 3, Vol. 14. – R. 350-362.
14. Buda R. Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility / R. Buda, Y. Zhang // Journal of product and brand management. – 2000. – Vol. 9. – R. 229-242.
15. Buda R. The interactive effect of message framing, presentation order, and source credibility on recruitment practices / R. Buda // International journal of management. – 2003. – Vol. 20. – R. 156-163.
16. Buttle F. Word of mouth: understanding and managing referral marketing / F. Buttle // Journal of strategic marketing. – 1998. – Vol. 6. – R. 241-254.
17. Crocker K.E. The influence of the amount and type of information on individuals’ perception of legal services / K.E. Crocker // Journal of the academy of marketing science. – 1986. – no 4, Vol. 14. – R. 18-27.
18. Darby M.R. Free competition and the optimal amount of fraud / M.R. Darby, E. Karni // Journal of law and economics. – 1973. – Vol. 16. – R. 67-86.
19. Day G.S. Attitudechange, media and word of mouth / G.S. Day // Journal of advertising research. – 1971. – no 6, Vol. 11. – R. 31-40.
20. De Bruyn A. A multi-stage model of WOM influence through viral marketing / A. De Bruyn, G.L. Lilien // Intern J of Research Marketing. – 2008. – Vol. 25. – R. 151-163.
21. DeZoort F.T. Audit committee member support for proposed audit adjustments: a source credibility perspective / F.T. DeZoort, D.R. Hermanson, R.W. Huston // Auditing: a Journal of practice and theory. – 1993. – R. 189-205.
22. Influences on consumer use of wom recommendation sources / [Duhan D.F., Johnson S.D., Wilcox J.B., Harrell G.D.] // Journal of the Academy of Marketing Science. – 1997. – no 4, Vol. 25. -R. 283-295.
23. Eagly A.H. The psychology of attitudes / A.H. Eagly, S. Chaiken. – Forth Worth, Harcourt Brace Javanovich. – 1993.
24. East R. The relative incidence of positive and negative wom: a multi-category study / R. East, K. Hammond, M. Wright // International Journal of Research in Marketing. – 2007. – Vol. 24. – R. 175-184.
25. Frenzen J.K. Structure, cooperation, and the flow of market information / J.K. Frenzen. K. Nakamoto // Journal of Consumer Research. – 1993. – Vol. 20. – R. 360-375.
26. Fuse D. A typology of individual search strategies among purchasers of new automobiles / D. Fuse, G. Punj, D.W. Stewart // Journal of Consumer Research. – 1984. – Vol. 10. – R. 417-431.
27. A dyadic study of interpersonal information search / Gilly M.C., Graham J.L., Wolfinbarger M.F., Yale L.J. // J Acad Mark Sci. – 1998. – no 2, Vol. 26. – R. 83-100.
28. Godes D. Using online conversations to study word-of-mouth communication / D. Godes, D. Mayzlin // Marketing Science. – 2004. – no 4, Vol. 23. – R. 545-560.
29. Granovetter M. Getting a job: a study of contract and careers / M. Granovetter. – Cambridge : Harvard University Press. – 1974.
30. Guseman D.S. Risk perceptions and risk reduction in consumer services, in Donnelly, J.H. and George, W.R., Marketing of services / D.S. Guseman. – Chicago : American Marketing Association, 1981. – R. 200-204.
31. Harrison-Walker L.J. The measurement of WOM communication and an investigation of service quality and consumer commitment as potential antecedents / Harrison-Walker L.J. // Journal of Service Research. – 2001. – Vol. 4. – R. 61-75.
32. Hartline M.D. Employee performance cues in a hotel service environment: influence on perceived service quality, value and WOM intentions / M.D. Hartline, K.C. Jones // Journal of Business Research. – 1996. – Vol. 35. – R. 207-215.
33. Haywood K.M. Managing WOM communications / K.M. Haywood // The Journal of Services Marketing. – 1989. – no 2, Vol. 3. – R. 55-67.
34. Helm S. Referral potential- potential referrals. An investigation into customers’ communication in service markets, Track 1- Market relationships / S. Helm, J. Schlei // Proceedings 27th EMAC Conference, Marketing research and practice, 1998. – R. 41-56.
35. Higie R.A. Types and amount of WOM communications about retailers / R.A. Higie, L.F. Feick, L.L. Price // Journal of Consumer Research. – 1987. – no 4, Vol. 17. – R. 454-462.
36. Katona G. A study of purchasing decisions, in Consumer behavior the dynamics of consumer reaction, Clark, L.H. / G. Katona, E. Muller. – New York : New York University Press, 1954. – R. 30-87.
37. Katz E. Personal influence / E. Katz, P.F. Lazarsfeld. – Glencoe : Free Press, 1955.
38. Kelly H.H. Attribution theory in social psychology, in D. Levine (Ed.) / H.H. Kelly // Nebraska Symposium on Motivation. – Lincoln : University of Nebraska Press, 1967.
39. Attribution: perceiving the causes of behavior / [Jones E.E., Kanouse D.E., Kelly H.H., Nisbett R.E., Valins S., Weiner B. (Eds.)] // Attribution: perceiving the causes of behavior. – Norristown : General Learning Press, 1972.
40. Kiel G.C. Dimensions of consumer information seeking behavior / Kiel G.C. Layton R.A. // Journal of Marketing Research. – 1981. – Vol. 18. – R. 233-239.
41. Laumann E. Prestige and association in an urban community / Laumann E. – Indianapolis : Bobbs-Merrill, 1966.
42. Leonard-Barton D. Experts as negative opinion leaders in the diffusion of a technological innovation / D. Leonard-Barton // Journal of Consumer Research. – 1985. – Vol. 11. – R. 914-926.
43. Lovelock C. Services Marketing / C. Lovelock. – Englewood Cliffs : Prentice Hall, 1991.
44. Mangold G.W. WOM communication in the service marketplace / G.W. Mangold, F. Miller, G.R. Brockway // Journal of Services Marketing. – 1999. – no 1, Vol. 13. – R. 73-89.
45. Marsden P.V. Measuring tie strength / P.V. Marsden, K.E Campbell // Social forces. – 1984. – Vol. 63. – R. 482-501.
46. Maxham J.G. A longitudinal study of complaining customer’s evaluations of multiple service failures snd recovery efforts / J.G. Maxham, R.G. Netemeyer // J Market. – 2002. – no 4, Vol. 66. – R. 57-71.
47. Misner I.R. The world’s best known marketing secret: building your business with WOM marketing / I.R. Misner. – Austin : Bard Press, 1999.
48. McPherson M. Birds of a feather: Homophily in social networks / M. McPherson, L. Smith-Lovin, J.M. Cook // Annual review of sociology. – 2001. – Vol. 27. – R. 415-444.
49. McPherson J.M. Homophily in voluntary organizations: status, distance and the composition of face-to-face groups / J.M. McPherson, L. Smith-Lovin // American Sociology Review. – 1987. – Vol. 52. – R. 370-379.
50. Money R.B. Explorations of national culture and WOM referral behavior in the purchase of industrial services in the United States and Japan / R.B. Money, M.C. Gill, J.L. Graham // Journal of marketing. – 1998. – Vol. 62. – R. 76-87.
51. Morin S.P. Influentials advising their friends to sell lots of high-tech gadgetry / S.P. Morin // Wall street journal. – 1983. – Vol. 28. – R. 30.
52. Murray K.B. A test of services marketing theory: consumer information acquisition activities / K.B. Murray // Journal of Marketing. – 1991. – Vol. 55. – R. 10-25.
53. Nelson P. Information and consumer behavior / P Nelson // Journal of Political Economy. – 1970. – no 20, Vol. 78. – R. 311-329.
54. Oliver R.L. Satisfaction. A behavioral perspective on the consumer / R.L. Oliver. – New York : McGraw-Hill, 1997.
55. Parasuraman A. SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality / A. Parasuraman, V.A. Zeithaml, L.L. Berry // Journal of Retailing. – 1988. – no 1, Vol. 64. – R. 14-40.
56. Perloff R.M. The dynamics of persuasion / R.M. Perloff. – Lawrence : Erlbaum Associates, 1993.
57. Reingen P.H. Analysis of referral networks in marketing: methods and illustration / P.H. Reingen, J.B. Kernan // Journal of Marketing Research. – 1986. – Vol. 23. – R. 370-376.
58. Rey-Debove F. Le nouveau petit Robert: dictionnairealphabetique et analogique de la langue francaise / F. Rey-Debove, A. Rey. – Paris : Editions le Robert, 2007.
59. Richins M. Negative word of mouth by dissatisfied customers: a pilot study / M. Richins // J Market. – 1983. – no 1, Vol. 47.
60. Rogers E. Diffusion of innovations / E. Rogers. – New York : Free Press, 1983.
61. Roselius T. Consumer rankings of risk reduction methods / T. Roselius // Journal of Marketing. -1971. – no 1, Vol. 35. – R. 56-61.
62. Schacter S. The psychology of affiliation: experimental studies of the source of gregariousness / S. Schacter. – Stanford : Stanford University Press, 1959.
63. Senecal S. Consumers’ decision making process and their online shopping behavior: a crickstream analysis / S. Senecal, P.J. Kalczynski, J. Nantel // Journal of Business Research. – 2005. – Vol. 58. – R. 1599-1608.
64. Silverman G.The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word-of-Mouth / G. Silverman. – New York : American Marketing Association, 2001.
65. Singh J. Voice, exit and negative word of mouth behaviors: an investigation across three service categories / J. Singh // Journal of the Academy of Marketing Science. – 1990. – no 1, Vol. 18. – R. 1-15.
66. Soderlund M. Customer satisfaction and its consequences on customer behavior revisited- the impact of different levels of satisfaction on word of mouth, feedback to the supplier and loyalty / M. Soderlund // International Journal of Service Industry Management.- 1998. – no 2, Vol. 9. – R. 169-188.
67. Soderlund M. Receiving WOM from a service customer: an emotion-based effectiveness assessment / M. Soderlund, S. Rosengren // Journal of Retailing and Consumer Services. – 2007. – Vol. 14. – R. 123-136.
68. Srinivasan S. Customer loyality in e-commerce: an exploration of its antecedents and consequences / S. Srinivasan, R. Anderson, K. Ponnavolu // J Retail. – 2002. – no 1, Vol. 78. – R. 41-50.
69. Walker J. Statistical models for social support networks, in Advances in social network analysis, S. Wasserman and J. Galaskiewicz / J. Walker, S. Wasserman, B. Wellman. – Thousand Oaks, Sage, 1994. – R. 53-78.
70. Webster C. Influences upon consumer expectations of services / C. Webster // Journal of Services Marketing. – 1991. – Vol. 5. – R. 5-17.
71. Whyte W.H. The web of word of mouth / W.H. Whyte // Fortune. – 1954. – no 5, Vol. 50. – R. 140-143.
72. Zeithaml V.A. How consumer evaluation processed differ between goods and services, in Marketing of services, Donnelley, J.H. and George, W.R. / V.A. Zeithaml. – Chicago : American Marketing Association, 1981.
73. Zeithaml V.A. The nature and determinants of customer expectations of service / V.A. Zeithaml, L.L. Berry, A. Parasuraman // Journal of the Academy of Marketing Science. – 1993. – Vol. 21. – R. 1-12.