Jurnal Utama Kepuasan Ke WOM
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Transcript of Jurnal Utama Kepuasan Ke WOM
J.oftheAcad.Mark.Sci.(2007)35:233249 DOI10.1007!11747"007"0037"1#hechai$fro%c&!to%er!ati!factio$'ia(ord"of"%o&th referra)!to$e(c&!to%erac*&i!itio$+)oria$'.,a$-e$hei% & #o%.!/a01$2&3)i!hedo$)i$e:27A4ri)2007# Acade%0ofMarketi$-Scie$ce2007A3!tractItha!ofte$3ee$ar-&edthat(ord"of"%o&th(,OM) ca$ co$tri3&te !i-$ifica$t)0 to a fir%! !&cce!! i$ a'ariet0of(a0!.5ere6(ea$a)07ethef&$ctio$a))i$ka-e3et(ee$c&!to%er!ati!factio$6,OM6a$d$e(c&!to%erac*&i!itio$.8!i$-datafro%t(oe%4irica)!t&die!(eco$ce4t&a)i7e a$d te!t the direct6 $o$")i$ear6 a$d %oderatedre)atio$!hi43et(ee$!ati!factio$a$d,OM.,ef&rthere94)ore thecirc&%!ta$ce!&$der (hich,OM)ead!to $e(c&!to%erac*&i!itio$&!i$-a)o-i!ticre-re!!io$%ode).,edo!ofort(o-ro&4!($e(c&!to%er!a$d)o$-"ter%c&!to%er!)fro%thec&!to%er3a!eofa)ar-ee$er-04ro'ider(n:;er%a$ e$er-0 %arket i! (e)) !&ited for thi!ki$d of !t&d0.+ir!t6d&etoit!rece$t)i3era)i7atio$(i$1999B4re'io&!)06%oretha$200e$er-04ro'ider!had3ee$-ra$tedre-io$a)%o$o4o)ie!)6-e$era)i$tere!ti$theto4ic6a$dthereforethe4artici4atio$ rate i$ the !t&d06 (ere e94ected to 3e re)ati'e)0hi-h6a$d6%orei%4orta$t)06,OMeffect!o$!(itchi$-deci!io$!afterthe)i3era)i7atio$(ereea!i)0o3!er'a3)e.Seco$d6 the co$tract&a) !etti$- of the!er'ice e$a3)ed&! to4,5(i.e.6c&!to%er!(hohada)read03ee$(iththe4ro'ider3eforethe%arket(a!)i3era)i7ed).2rofe!!io$a)i$ter"'ie(er!fro%a%arketre!earchco%4a$0co$d&ctedco%4&ter"a!!i!tedte)e4ho$ei$ter'ie(!(@A#I)(ith400c&!to%er!ofeach -ro&4. #o reachthi! $&%3er6 26;3< ca))!(to