Shi, Wenhua; Tang, Lingshu; Zhang, Xiaohang; Gao, Yu; … - In: Journal of Business & Industrial Marketing 31 (2016) 3, pp. 393-403
Purpose Although word of mouth (WOM) affects customers’ purchasing intentions to a large extent, prior research has neglected the role of WOM as a driver of customer satisfaction. Design/methodology/approach Several scholars have suggested that WOM can not only affect customer expectation but...