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Positive WordofMouth Customer Satisfaction and Buyer Behaviour

Positive WordofMouth Customer Satisfaction and Buyer Behaviour Bank marketers are making considerable efforts to increase thesatisfaction of their commercial customers because satisfied customersare known to display higher levels of source loyalty and to be lessvulnerable to the marketing efforts of competitors. A third reason is tocreate positive wordofmouth among their peer and advisory communities.This study by telephone interview of 325 mediumsized business owners inthe USA shows that positive wordofmouth is a powerful factor in thepurchase of financial services but is less effective in predictingeventual service satisfaction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Positive WordofMouth Customer Satisfaction and Buyer Behaviour

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329210007867
Publisher site
See Article on Publisher Site

Abstract

Bank marketers are making considerable efforts to increase thesatisfaction of their commercial customers because satisfied customersare known to display higher levels of source loyalty and to be lessvulnerable to the marketing efforts of competitors. A third reason is tocreate positive wordofmouth among their peer and advisory communities.This study by telephone interview of 325 mediumsized business owners inthe USA shows that positive wordofmouth is a powerful factor in thepurchase of financial services but is less effective in predictingeventual service satisfaction.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jan 1, 1992

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