Postswitching Negative Word of Mouth

Previous research has extensively studied the determinantsof customer loyalty and switching behavior but hasgiven little attention to what happens after a customerhas switched away froma service provider. In this article,the perhaps most important manifestation of suchpostswitching behavior—namely, postswitching negativeword of mouth (PNWOM)—is investigated. Drawing fromdissonance theory, hypotheses are developed and tested inan empirical study.[...]

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Year of publication:	2005
Authors:	Wangenheim, Florian v. ; Bayón, Tomás
Institutions:	Technische Universität <München> / Lehrstuhl für Dienstleistungs- und Technologiemarketing
Published in:	TU München - Lehrstuhl für Dienstleistungs- und Technologiemarketing: Publikationen J. of the Acad. Mark. Sci. (2007) 35:233–249
Subject:	Verbraucherzufriedenheit \| customer satisfaction \| Kundenwert \| Propaganda \| Word of mouth

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THEORETICAL DEVELOPMEN
Negative Word of Mouth in the Literature
Cognitive Dissonance Theory in Consumer Behavior
RESEARCH HYPOTHESES
Product Involvement and Negative WOM
Market Mavenism and Negative WOM
Perceived Risk and Negative WOM
Situational Determinants of PNWOM
Satisfaction With New Provider
Switching Reason
Switching Reason–Personality Variables
Interaction
EMPIRICAL STUDY
Research Design
Data Analysis and Results
DISCUSSION AND IMPLICATIONS
Theoretical Implications
Managerial Implications
LIMITATIONS AND FUTURE RESEARCH
REFERENCES

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