Funches, Venessa Martin; Foxx, William; Park, Eun Joo; … - In: Journal of Global Scholars of Marketing Science 20 (2010) 2, pp. 188-198
This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm,...