Why Do They Whine?: An Examination into the Determinants of Negative and Positive Word-of-Mouth

Abstract

This research explores the impact of the evaluation of a range of benefits on WOM. Utilizing longitudinal data collected from an upscale health and fitness resort/spa, we examined, among satisfied consumers, how perceptions of benefit performance influenced how much negative versus positive WOM and the strength of negative and positive WOM the consumer engaged in after their resort stay. We also looked at whether men and women vary in their WOM activity.  From our analysis we determined that consumers with low levels of symbolic benefit performance engaged in stronger negative WOM despite high reported levels of satisfaction.  In contrast, hedonic benefit performance was the best predictor of strong positive WOM.