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9722620 Stan

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Presenter: Stan Chung Instructor: Dr. Pi-Ying Teresa Hsu Date: Nov. 3, 2008
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],Retailer does not control word-of-mouth. Retailer does not purchase word-of-mouth communications. Word-of-mouth is not mass media.
Monitoring customer praise Seeking customer complaints (Swan & Oliver, 1989)
[object Object],Awful Service Good or Adequate Service Great Service Negative Word of Mouth No Word of Mouth Positive Word of Mouth
[object Object],[object Object]
Method Participants need to react to many statements. Duration Over 2 year Participants 57 retail firms
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Much creditability in person-to-person contact. Especially when this contact is found to be personalized .
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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Topic Consumer’s attitudes towards online word-of-mouth and their purchasing intention. Participants People who have the experience of using online word-of-mouth. Methodology Questionnaire for 250 participants.
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9722620 Stan

  • 1. Presenter: Stan Chung Instructor: Dr. Pi-Ying Teresa Hsu Date: Nov. 3, 2008
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  • 8. Monitoring customer praise Seeking customer complaints (Swan & Oliver, 1989)
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  • 11. Method Participants need to react to many statements. Duration Over 2 year Participants 57 retail firms
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  • 14. Much creditability in person-to-person contact. Especially when this contact is found to be personalized .
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  • 18. Topic Consumer’s attitudes towards online word-of-mouth and their purchasing intention. Participants People who have the experience of using online word-of-mouth. Methodology Questionnaire for 250 participants.
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