Abstract
Abstract: This exploratory study investigates how executive-level and functional managers in three large organisations understand and respond to negative word-of-mouth (NWOM). The findings, based principally on analysis of 54 interviews over 3 years, show that organisations devote far more resources to the management of NWOM than they do to the promotion of positive word-of-mouth. Marketing and other customer-facing work groups play varied roles in organisational response to NWOM, which often involves complaints management and crisis management. We find that senior management, marketing, sales, advertising, PR and contact-centre staff all have different fears about NWOM and therefore respond to it in various ways. Our recommendations for better management of NWOM stress three points – leadership, organisational readiness and public relations management.
Original language | English |
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Pages (from-to) | 1423-1447 |
Number of pages | 25 |
Journal | Journal of Marketing Management |
Volume | 30 |
Issue number | 13-14 |
DOIs | |
Publication status | Published - 1 Oct 2014 |
Keywords
- word-of-mouth
- negative word-of-mouth
- WOM
- complaints management
- customer relationship management
- crisis management
- issue management
- PR
- public relations
- case study