Electronic Word of Mouth (e-WoM): Is it an Effective Tool for Re-Vitalizing the Relationship between a Brand and Its Ex-Customers?

• Main Author: Edin Güçlü Sözer
• Format: Article
• Language: English
• Published: Isarder 2021-06-01
• Series: İşletme Araştırmaları Dergisi
• Subjects: Electronic Word of Mouth (e-WoM); E-WoM Re-Vitalization Effect; Customer Loyalty; Customer Satisfaction
• Online Access: https://www.isarder.org/index.php/isarder/article/view/670

The target of this study is to shed light into an unexplored area in the marketing literature by (1) identifying the factors contributing to the formation of a relationship re-vitalization effect of e-WoM in an e-commerce context, and (2) exploring the relationship between re-vitalization effect of e-WoM, current brand loyalty, current brand satisfaction level and old brand satisfaction level. The sample was chosen among the ex-customers of 3 e-retailers in Turkey and 150 customers responded to the survey. Model testing was done through Structural Equation Modeling (SEM) method. Results of the study indicate that re-vitalization of the relationship between the customer and his/her old brand through the e-WoM communication is the function of Tie Strength between the customer and e-WoM message source (sender), the satisfaction level with the old brand before leaving the brand and the brand loyalty level towards the current brand purchased. Brands need to employ e-WoM communication before ex-customers become loyal to their current brand.