Abstract
We explore the relationship between customer-generated word-of-mouth and corporate reputation. After a concise literature review, we present several insights from a multiple case study of 3 organizations. Our main finding is that customer dissatisfaction and negative word-of-mouth (NWOM) are thought to have strong downside consequences for corporate reputation. Positive WOM does not appear to have equivalent upside significance for corporate reputation. NWOM often occurs as customers express dissatisfaction because of substandard customer service. However, it is when these issues or other negatively connoted stories find their way into the public domain that reputation suffers. Fear of reputational damage causes great anxiety to the organisations' senior management. Reputations are shown to be fragile. Damage limitation strategies are implemented in all three organisations.
Original language | English |
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Title of host publication | ANZMAC 2011 |
Subtitle of host publication | conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? |
Place of Publication | Perth |
Publisher | ANZMAC2011 Conference |
Number of pages | 9 |
ISBN (Print) | 9780646563305 |
Publication status | Published - 2011 |
Event | Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2011) |
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City | Perth |
Period | 28/11/11 → 30/11/11 |
Keywords
- word of mouth management
- corporate reputation
- WOM
- NWOM
- public relations