دانلود رایگان مقاله لاتین انتزاع زبان بر متقاعد کردن ارجاع خدمات از سایت الزویر
عنوان فارسی مقاله:
استفاده از زبان در خدمات: پیشرفت های اخیر و جهت تحقیقات آینده
عنوان انگلیسی مقاله:
How language abstractness affects service referral persuasiveness
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background
2.1. Service referral behavior Looking at the literature about customer referrals in services, most past work focuses on the effect that transaction-specific or relational factors have on consumers' likelihood of engaging in referral behavior. With regard to transaction-specific factors (between a service provider and customer), past work suggests that referral behavior is positively correlated with service consumers' satisfaction judgments (Bontis et al., 2007; Hennig-Thurau et al., 2002; Price and Arnould, 1999; Verhoef et al., 2002) as well as with quality and value perceptions (Bolton and Drew, 1991; Stein and Ramaseshan, 2014; Zeithaml et al., 1996). With regard to relational factors, past work suggests that referral behavior is positively correlated with trust (Garbarino and Johnson, 1999; Hennig-Thurau et al., 2002; Verhoef et al., 2002), commitment (Brown et al., 2005; Harrison-Walker, 2001; Verhoef et al., 2002) and loyalty (Sirdeshmukh et al., 2002). Other studies investigate whether rewards from the service company can stimulate referral behavior. Indeed, offering a reward seems to increase referral likelihood (Ryu and Feick, 2007), although such a positive relationship is more likely to occur when the customer is highly satisfied (Wirtz and Chew, 2002), as well as when the recommendation giver and recipient are in a strong tie relationship (Wirtz et al., 2013). More recent work even demonstrates that merely asking customers to recommend a service provider positively impacts information sharing (Söderlund and Mattsson, 2015). Additionally, another stream of research focuses on quantifying referrals in terms of their monetary value to service companies (Helm, 2003), as well as the economic value of customers that companies acquire through referrals compared to customers companies acquire through other channels (Schmitt et al., 2011). Surprisingly, studies about factors that might affect the persuasiveness of referrals, which Gilly et al. (1998, p. 84) define as “the change in attitude and/or behavioral intention resulting from an interpersonal informational exchange,” appear quite scant. Building on the seminal work by Bansal and Voyer (2000), which shows that the strength of a sender and receiver's relationship is positively associated with the influence of WOM recommendations, Voyer and Ranaweera (2015) show that said influence also depends on a recipient-related factor, namely his/her involvement in the service decision. Meanwhile, Sweeney et al. (2014) investigate additional factors that might affect the influence of positive and negative WOM recommendations, such as brand equity, the strength of the message, and differential expertise between the sender and recipient. Notably, all these studies focus on face-to-face WOM. The present research thus extends this body of work in two major ways: first, and most important, by investigating the type of language consumers use in service referrals (abstract vs. concrete), and second, by focusing on referrals service consumers provide in virtual settings.
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