The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management Johannesburg, 2017 === Interest in word of mouth (WOM) communication to promote and generate curiosity in...

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Main Author: de Graaf, Lorraine
Format: Others
Language:en
Published: 2019
Online Access:https://hdl.handle.net/10539/26311
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spelling ndltd-netd.ac.za-oai-union.ndltd.org-wits-oai-wiredspace.wits.ac.za-10539-263112019-05-11T03:40:56Z The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa de Graaf, Lorraine A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management Johannesburg, 2017 Interest in word of mouth (WOM) communication to promote and generate curiosity in products and brands has existed for many years, given that WOM is more influential on consumer behaviour than other marketer-controlled sources. Additionally, consumers are now demanding more than just a competent product offering, but rather seeking an experience around what they are purchasing. The current study explores the relationship between traditional and electronic word of mouth pre- and post-purchase and customer experience quality in the major domestic appliance industry in South Africa. The findings, from a survey of 144 respondents, indicate that consumers are actively engaged in seeking out all forms of WOM pre-purchase, and in providing all forms of WOM post-purchase. In addition, respondents are highly satisfied with the quality of the experience they have with their brand of appliance purchased, but that this alone does not account for why they engage in post-purchase WOM GR2019 2019-01-23T09:54:04Z 2019-01-23T09:54:04Z 2017 Thesis https://hdl.handle.net/10539/26311 en application/pdf
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language en
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description A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management Johannesburg, 2017 === Interest in word of mouth (WOM) communication to promote and generate curiosity in products and brands has existed for many years, given that WOM is more influential on consumer behaviour than other marketer-controlled sources. Additionally, consumers are now demanding more than just a competent product offering, but rather seeking an experience around what they are purchasing. The current study explores the relationship between traditional and electronic word of mouth pre- and post-purchase and customer experience quality in the major domestic appliance industry in South Africa. The findings, from a survey of 144 respondents, indicate that consumers are actively engaged in seeking out all forms of WOM pre-purchase, and in providing all forms of WOM post-purchase. In addition, respondents are highly satisfied with the quality of the experience they have with their brand of appliance purchased, but that this alone does not account for why they engage in post-purchase WOM === GR2019
author de Graaf, Lorraine
spellingShingle de Graaf, Lorraine
The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
author_facet de Graaf, Lorraine
author_sort de Graaf, Lorraine
title The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
title_short The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
title_full The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
title_fullStr The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
title_full_unstemmed The Relationship between Traditional and Electronic Word of Mouth and Customer Experience Quality in the Appliance Industry in South Africa
title_sort relationship between traditional and electronic word of mouth and customer experience quality in the appliance industry in south africa
publishDate 2019
url https://hdl.handle.net/10539/26311
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