Understanding Consumer Recommendation Behavior

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Author(s): Wen-Kuo Chen (Chaoyang University of Technology, Taiwan), Heng-Chiang Huang (National Taiwan University, Taiwan)and Seng-Cho T. Chou (National Taiwan University, Taiwan)
Copyright: 2010
Pages: 16
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch021

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Research shows that the use of mobile phone services is surprisingly low because users would not like to pay money without first using services. We consider that a customer is not only a service user, but also the partner of a firm. Therefore, this chapter investigates how the users recommend mobile phone services to other potential customers based on their experiences. We focus on two determinants of customer recommendation behavior, namely, overall satisfaction and flow experience. We also propose a number of hypotheses related to the constructs of overall satisfaction, and test them using data provided by 3G mobile service subscribers. The results contribute to our understanding of how customers are willing to make recommendations to others. Besides increasing customer satisfaction, we should consider a mediating factor—users’ flow experiences. Our findings provide empirical support for most of the hypotheses. The theoretical and practical implications of our findings are also discussed, and suggestions for further research are offered.

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Understanding Consumer Recommendation Behavior

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