NDLI: The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition

Content Provider	Springer Nature Link
Author	v. Wangenheim, Florian Bayón, Tomás
Copyright Year	2007
Abstract	It has often been argued that word-of-mouth (WOM) can contribute significantly to a firm’s success in a variety of ways. Here, we analyze the functional linkage between customer satisfaction, WOM, and new customer acquisition. Using data from two empirical studies we conceptualize and test the direct, non-linear, and moderated relationship between satisfaction and WOM. We further explore the circumstances under which WOM leads to new customer acquisition using a logistic regression model. We do so for two groups (new customers and long-term customers) from the customer base of a large energy provider (n = 688), and for a random sample of B2B customers (n = 416) in the same market. Results indicate that the satisfaction-WOM link is non-linear and is moderated by several customer involvement dimensions. Based on our results, we demonstrate how the satisfaction-WOM-new customer acquisition link can enrich return on quality and satisfaction models. Further, we draw conclusions about how companies can make use of both the satisfaction-WOM and the WOM-new customer acquisition link for better allocating their marketing resources.
Starting Page	233
Ending Page	249
Page Count	17
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	35
Issue Number	2
e-ISSN	15527824
Language	English
Publisher	Kluwer Academic Publishers-Plenum Publishers
Publisher Date	2007-04-27
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Word of mouth Customer acquisition Return on quality Customer satisfaction Involvement Social Sciences Marketing Business/Management Science
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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