WOM Research #2.11
- Research Symposium Update: Don't Miss These Speakers
- Word of Mouth Sways Women's Buying Decisions
- CompUSA: Shoppers Value Customer Ratings
- From the Archives:
Trust, Satisfaction Affect Loyalty Differently
 Tell a friend: http://www.womma.org/taf.htm
1> Research Symposium Update: Don't Miss
These Speakers
If you have a stake in measuring word of mouth, WOMMA's Word of Mouth Marketing Research Symposium, on Dec. 11 in Washington, D.C., is the event you've been waiting for.
Check out these data-packed presentations:
* The Evangelist Effect: Fact Based Advocacy Measurement and Management -- Steve Hershberger, ComBlu
* What's in Your Cereal Bowl? Measuring the Landscape of WOM Participants in Consumer-Generated Media -- Jim Nail, Cymfony
* Creating and Measuring the WOM-Worthiness of New Products: A Case Study -- Karen Kraft & Felicia Rogers, Decision Analyst
* Combining Several Metrics from the WOMMA Terminology Framework to Manage Consumer Expectations -- William Mosher, Echopinion!
See these presentations and tons more; sign up to attend WOMMA's Word of Mouth Research Symposium today.
2> Word of Mouth Sways Women's
Buying Decisions
When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum. Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
* 7 in 10 women do research prior to making big purchases.
* 25% of women claim they are the first to try new products and services.
Learn more
3> CompUSA: Shoppers
Value Customer Ratings
Of 2,000 CompUSA shoppers surveyed in August 2006, 81% indicate that customer ratings and reviews are an important component of their product research and planning process. The survey, conducted by WOMMA member company Bazaarvoice along with iPerceptions, shows that both positive and negative reviews contribute to the purchase decision. Some shoppers even indicate that they consult ratings and reviews before making any online purchase.
Other findings:
* 86% of repeat customers place importance on customer ratings and reviews, versus 82% of one-time buyers, suggesting that the feature helps foster customer loyalty.
* Shoppers that were "very likely" or "somewhat likely" to make a purchase considered ratings and reviews more important (85%) than shoppers unlikely to purchase (70%).
* The importance of ratings and reviews was highest (88%) for shoppers under 18 and lowest (70%) for shoppers 45 and older.
Learn more (Bazaar Voice)
Learn more (Iperceptions)
4> From the Archives:
Trust, Satisfaction Affect Loyalty
Differently
In their December 2000 article, "Determinants of Relationship Quality and Loyalty in Personalized Services," Prem Shamdasani and Audrey Balakrishnan of the Department of Marketing at the National University of Singapore explore the effects of contact personnel, physical environment, and customer environment on customers' relationships with service firms. The authors show particular interest in factors that contribute to feelings of simultaneous satisfaction and trust, which they believe leads to customer loyalty and, in turn, advocacy.
Research findings:
* Physical environment affects both trust and satisfaction in personalized service encounters.
* Friendliness and knowledge of personnel strongly influence relationship quality.
* Expertise, similarity, and disclosure influence only trust.
* Trust and satisfaction influence loyalty.
* Trust is a stronger predictor of loyalty for high-end service providers, while satisfaction is a stronger predictor of loyalty for low-end service providers.
Learn more |
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