InterMedium
competitive
Nettbasert Vareprat:
Effekter på bedrifters image og
(potensielle) kunders kjøpssannsynlighet
InterMedium as
Handelshøyskolen BI
BSH Bosch und Siemens Hausgeräte GmbH
Lego System A/S
Kverneland Group
The University of Maastricht
Norges Forskningsråd
intelligence
InterMedium
competitive
intelligence
Word-of-Mouth: what is it?
Word Of Mouth ( news that travels
from person to person ... )
”[I]t is the ultimate product or service
success factor” Day 1971
”An exchange of thoughts, ideas, or
comments between two ore more
consumers, none of whom is a
marketing source (Bone 1992; Mowen &
Minor 1998)
InterMedium
competitive
intelligence
Current
customer’s
degree of
satisfaction is of
value to potential
customers.
InterMedium
competitive
intelligence
InterMedium
competitive
intelligence
WoM; why bother?
Personal sources often are rated by consumers
as the most important source of information
(Katona & Mueller 1954; Katz & Lazarsfeld
1955; LeGrand & Udell 1964)
” Word of mouth is one of the strongest
marketing mediums available -- so strong that
some struggling dot-coms, desperate to save
advertising dollars, are begging their
customers to help spread the word about their
products and services.”
InterMedium
WoM & profitability
competitive
Corporate
capability
Quality
Cost
reductions
Customer
satisfaction
Retention
intelligence
C. social
responsibility
Corporate
image
Other
customers
Switching
Revenue/
Market share
Profitability
New
customers
Adoption
Conceptual thinking
A triggger
WoM
•Product innovation
•Marketing
•Product quality
•Distribution
•Media
•Performance
•Violation of norm/law
InterMedium
competitive
intelligence
Effects of WoM
•Behavior
•Buy longer
•Buy more
•Reduce/exit
•Attitude
•Like/dislike
•Commitment
•Trust
InterMedium
competitive
Conceptual thinking
W
O
R
D
O
F
M
O
U
T
H
intelligence
Attitude
Toward
object
Intention
To behave
Actual behavior
InterMedium
competitive
intelligence
Study 1: Descriptive
Full firm coverage
(t-1)
Relevant discussion
groups (t)
Cause of WoM
WoM
•Media
•Product innovation
•Marketing
•Product quality
•Amount
•Strength
•Duration
(t+1)
Effect of WoM
•Behavior
•Emotions
•Attitude
• corporate ability
• Social responsibility
Linking
InterMedium
competitive
Study 2: Survey
Non-discussers
Discussers
Importance of WoM
Customer loyalty
Customer attitude
Credibility
-f2f
-chat
intelligence
InterMedium
competitive
intelligence
Benefits of the study
Closer to the data (i.e. not after the fact)
Most WoM studies have focused diffusion of innovations
To researchers this study may provider a richer
understanding of cause and effects of WoM
To firms this study may document Net chat as an early
warning system, which if not managed may impact
Customers’ perception of the firm (attitude)
Customers’ repurchase intention (behavior)
Customer equity and share holder wealth (share price)
InterMedium
competitive
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intelligence