What Generates Word-of-Mouth in Retail Contexts

May · August 2009 · ESIC Market

32 Pages Posted: 17 Jul 2019

See all articles by Nusser A. Raajpoot

Nusser A. Raajpoot

Central Connecticut State University

Arun Sharma

University of Miami

Jean-Charles Chebat

Deceased

Date Written: May 1, 2009

Abstract

Retail stores and shopping malls have been putting increased emphasis on enhancing the positive word-of-mouth from customers and opinion leaders. Word of mouth is regarded as among the most powerful source of communication as it derives from personal and trustworthy sources. We suggest that word-of-mouth is driven from both mall evaluations and the hedonic experience that customers undergo. The drivers for hedonic experiences are employee behaviors, ambiance and self identification with other shoppers. We test this framework in the context of a shopping mall where we survey 861 customers and find support for our model. Theoretical and managerial implications for the research are also derived.

Keywords: retailing, word-of-mouth, marketing, customer, communication, shopping malls

JEL Classification: M31

Suggested Citation

Raajpoot, Nusser A. and Sharma, Arun and Chebat, Jean-Charles, What Generates Word-of-Mouth in Retail Contexts (May 1, 2009). May · August 2009 · ESIC Market, Available at SSRN: https://ssrn.com/abstract=3421415

Nusser A. Raajpoot

Central Connecticut State University

1615 Stanley St
Maria Sanford Hall - Room 304
New Britain, CT 06053
United States

Arun Sharma (Contact Author)

University of Miami

Coral Gables, FL 33124
United States

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