Understanding satisfied and affectively committed clients lack of referral intent
Satisfied and affectively committed clients are likely to refer their service providers to other consumers. Some devoted clients, however, seldom or never offer word-of-mouth (WOM) recommendations. Using the theory of planned behavior (TPB) and structural equation modeling, we found that negative attitudes toward giving referrals and perceptions of limited control over referral-giving were associated with reduced referral intentions for satisfied and affectively committed clients. The theoretical implications are that a firm's ability to manage WOM depends not just upon clients' attitude toward the firm but also on their beliefs about giving referrals and their perceived ability to offer effective WOM. © 2008 by The Haworth Press. All rights reserved.
Hagenbuch, David J.; Wiese, Michael D.; Dose, Jennifer J.; and Bruce, Michael L., "Understanding satisfied and affectively committed clients lack of referral intent" (2007). Business Educator Scholarship. 25.