Antecedent and Consequences of Positive Word of Mouth From wOM Sender’s Perspective: A Conceptual Framework in the Services Context

This paper outlines a conceptual framework of the antecedent and consequences of offline positive word of mouth (P-WOM) from the WOM sender’s perspective, as the effect of WOM on WOM’s sender is not well understood. Customer satisfaction (CS) is examined as an antecedent of P-woM and continuance commitment is purported as a potential moderator of the CS-PWOM relationship. woM sender’s loyalty & affective commitment are examined as consequences of P-woM. The tie strength between the woM participants is proposed as a potential moderator of the P-woM-service loyalty & P-woM-affective commitment link. Scenario based experimental research design will be used to test the model. Pre-tests are currently being conducted to validate the scenarios and results of hypotheses testing will be presented at the conference.