The Effect of Customer Participation on Word of Mouth -The Moderating Effects of Locus of Control
碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === In the era of service marketing, word of mouth has becoming one of the key success factors of the competitive advantages of firms.Therefore, it is necessary to increase the intention of customers’ word of mouth. One of the purposes of this study is to investig...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/83495221758151599633 |
| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === In the era of service marketing, word of mouth has becoming one of the key success factors of the competitive advantages of firms.Therefore, it is necessary to increase the intention of customers’ word of mouth.
One of the purposes of this study is to investigate the effect of customer participa-tion on word of mouth.Customer participation is a new marketing paradigm that has been widely accepted by marketing scholars and practitioners.
The second purpose of this study is to investigate the moderating effect of locus of control on the aforesaid relationship.
This study distributed structured questionnaires to the customers of food and bev-erage firms. 600 questionnaires were distributed. 500 valid questionnaires were returned. The research results show that customer participation is positively related to word of mouth. the moderating effect of locus of control on the aforesaid relationship.no support our hypotheses. Theoretical and practical implications are discussed.
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