Word-Of-Mouth Referrals in the Domain of Relationship Marketing

Abstract

This article presents the results of an exploratory study which aimed to develop a new framework for understanding post-purchase word-of-mouth in a relationship context. New insights into word-of-mouth communication in the relationship context were also attempted by applying the concept of post-decisional cognitive dissonance to this framework. The empirical focus of the research was on high-involvement hospitality service processes in North America as it is argued that these services are influenced by word-of-mouth communication and cognitive dissonance. The dual objectives of this study were developing a new framework for studying word-of-mouth communication of loyal customers, and to find out if post-purchase cognitive dissonance is reflected in the word-of-mouth communication once the relationship with the service provider is established. The results of this research are presented in a holistic framework we call the relationship communications globe, in which all the related concepts are connected theoretically and empirically.