Understanding satisfied and affectively committed clients lack of referral intent

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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.


Published as: Hagenbuch, D. J., Wiese, M. D., Dose, J. J., & Bruce, M. L. (2008). Understanding satisfied and affectively committed clients’ lack of referral intent. Services Marketing Quarterly, 29(3), 24–74. https://doi.org/10.1080/15332960802125932