What is it about?
Word of mouth (WOM) is a well evaluated phenomenon, but non-profit service research focusing on consequences for WOM receivers is limited. The study wants to evaluate the effect that WOM has on relationship-related factors and on intentional loyalty of blood donors. Furthermore, what role does a social reference group and incentive ethics play? The results show that the mere presence of receiving WOM positively influences donor relationship, but non-profit orgnaisatons (NPO) should evaluate consequences of WOM rewards before providing.
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Why is it important?
The study provides and tests a theoretical framework to evaluate the impact of receiving WOM on donor relationships. It fills a reserach gap if WOM is an effective marketing strategy to strengthen donor–NPO relationships.
Perspectives
Writing this article was one of my hurdels to graduate my doctors degree. It was awesome to create it all by my own. while working on the theoretical framework, I was able to understand the components of relationships even better, and of course there are many more, which could have been chosen.
Dr Larissa M. Sundermann
Zurich University of Applied Sciences
Read the Original
This page is a summary of: Share experiences: receiving word of mouth and its effect on relationships with donors, Journal of Services Marketing, May 2018, Emerald,
DOI: 10.1108/jsm-08-2016-0319.
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