Wangenheim, Florian v.; Bayón, Tomás - Technische Universität <München> / Lehrstufl für … - 2007
It has often been argued that word-of-mouth(WOM) can contribute significantly to a firm’s success in avariety of ways. Here, we analyze the functional linkagebetween customer satisfaction, WOM, and new customeracquisition. Using data from two empirical studies weconceptualize and test the...