摘要
在线负面口碑传播是一种特殊的顾客购后不满意反应行为。它不仅具有一般口碑传播的特点,更借助互联网而具有了特殊的性质。本文以中国金融服务业顾客的在线负面口碑为例,首次专门从顾客角度对在线负面口碑行为的性质和驱动因素作了定性研究。
Online Negative Word-of-Mouth（ONWOM） is identified as a special response to dissatisfaction in this study.It has much impact on firms far beyond interpersonal word-of-mouth.From the customer’s perspective,qualitative study was conducted for the first time to help reveal the nature and drivers of ONWOM in financial service sector in China.
出处
《特区经济》
北大核心
2008年第9期272-273,共2页
Special Zone Economy
基金
上海高校选拔培养优秀青年教师科研专项基金(27003)的资助
关键词
消费者行为
服务营销
口碑传播
关键事件法
consumer behavior
service marketing
word-of-mouth
critical incident technique
