The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Authors

  • Xue Zhong
  • Xueyang Zhong

DOI:

https://doi.org/10.54097/n323gp33

Keywords:

Customer satisfaction; Word-of-mouth communication intention; Face perception.

Abstract

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

Downloads

Download data is not yet available.

References

Dong, D. H., & Liu, Y. (2012). Contrast analysis of word-of-mouth, internet word of mouth and word-of-mouse. Chinese Journal of Management (03), DOI:428-436.10.3969/j.issn.1672-884X.2012.03.017

Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of marketing, 47(1), 68-78. https://doi.org/10.1177/002224298304700

Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116. https://doi.org/10.1016/S0167-4870(02)00157-5

Miltgen, C. L., & Peyrat-Guillard, D. (2014). Cultural and generational influences on privacy concerns: a qualitative study in seven European countries. European journal of information systems, 23(2), 103-125. https://doi.org/10.1057/ejis.2013.17

James, T. L., Wallace, L., Warkentin, M., Kim, B. C., & Collignon, S. E. (2017). Exposing others’ information on online social networks (OSNs): Perceived shared risk, its determinants, and its influence on OSN privacy control use. Information & Management, 54(7), 851-865. https://doi.org/10.1016/j.im.2017.01.001

Zhai, X. W. (2006). Review of Chinese social psychology (Second Series). Beijing social sciences academic press, 48-64

Zhang,X. A. (2012) Consciousness of social face and conspicuous consumption of luxury products in the Chinese society. Journal of marketing science, 8(1),76-94. http://www.jms.org.cn:8081/jms/EN/Y2012/V8/I1/76

Zheng, Y. X., & Yuan, S. F. (2009). The traits and mechanism of Chinese consumers’ conspicuous purchase behavior—an empirical research based on the perspective of reference group. Economic survey (02),115-119. DOI: 10.15931/j.cnki.1006-1096.2009.02.026

Lai, S. Q., Zheng, X. T., & Zhang, X. H. (2019). Effect of Mianzi psychology on the social media users’ ewom communication. Journal of information resources management (02), 77-84.DOI: 10.13365/j.jirm.2019.02.077

Jiang, C. F. (2008). Mianzi, symbols and consumption. Social sciences in Guangxi (05), 72-75.DOI: 10.3969/j.issn.1004-6917.2008.05.017

Guo, X. L., & Lin, D. R. (2015). A literature review of face consciousness and local consumer behavior in China. Foreign economics& Management (11), 63-71.DOI: 10.16538/j.cnki.fem.2015.11.006

Goffman E. Embarrassment and Social Organization[J]. American Journal of Sociology, 1956, 62(3):264-271.

Brown P, Levinson S C, Levinson S C. Politeness: Some universals in language usage[M]. Cambridge university press, 1987.

Oliver R L. A cognitive model of the antecedents and consequences of satisfaction decisions[J]. Journal of marketing research, 1980, 17(4): 460-469.

Ranaweera C, Prabhu J. On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth[J]. Journal of Targeting, Measurement and Analysis for marketing, 2003, 12: 82-90.

Anderson E W. Customer satisfaction and word of mouth[J]. Journal of service research, 1998, 1(1): 5-17.

Jiao, Y., & Zhang, X. (2014). Research on the willingness of luxury consumers to spread Word of mouth—based on the perspective of Income differences. Consumer economics (02), 38-42.DOI: CNKI: SUN: XFJY.0.2014-02-009

Sun, Q. Y., & Xu, J. (2019). Research on sharing and showing-off motivations of user-generated picture—an empirical based on hotel industry. Chinese journal of management (10),1533-1541. DOI: CNKI: SUN: GLXB.0.2019-10-012

Liao J, Wang L. Face as a mediator of the relationship between material value and brand consciousness[J]. Psychology & marketing, 2009, 26(11): 987-1001.

Wang, L., & Yang, Y. Q. (2015). The influence of Chinese view of face on the brand purchase behavior—the moderating effects of the gender. Mathematics in practice and theory (22),26-34. DOI: CNKI: SUN: SSJS.0.2015-22-004

Chaudhuri A. How brand reputation affects the advertising-brand equity link[J]. Journal of advertising research, 2002, 42(3): 33-43.

Song, X. B. (2012). A cross-cultural study on the effect of perceived face on behavior intention. Frontiers of science and technology of engineering management (04),9-14. DOI: 10.3969/j.issn.1003-5192.2012.04.002

Verplanken B, Orbell S. Reflections on past behavior: a self‐report index of habit strength 1[J]. Journal of applied social psychology, 2003, 33(6): 1313-1330.

Downloads

Published

03-02-2024

Issue

Section

Articles

How to Cite

Zhong, X., & Zhong, X. (2024). The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception. Frontiers in Business, Economics and Management, 13(2), 83-87. https://doi.org/10.54097/n323gp33