THE IMPACT OF ELECTRONIC

WORD-OF-MOUTH ON CUSTOMER
SATISFACTION

GROUP 9
Executive • Prior Research Has Focused On The
Impact Of Electronic Word-of-mouth
Summary (Ewom) On Consumers’ Pre-purchase
And Post-purchase Behaviors.
• This Research Focuses On The Impact
Of Ewom On The Consumer-retailer
Relationship Through The Examination
Of Consumer Satisfaction.
• Across Three Experiments, It Shows
That The Exposure To Positive
(Negative) Ewom Prior To Purchase
Increases (Decreases) Consumer
Satisfaction..
 Problem Statement
• The purpose of the study is to find out whether the organization has to
completely depend on EWOM for customer satisfaction?
• e-WOM has been used as an effective way for extracting useful
information for finding customer satisfaction.
• It is inexpensive and highly effective.
• EWOM is able to perform multiple tasks
-transform communication network
-increase recipients awareness etc.
• Studies show that customers lean towards and are interested in products
that are online.
Research • EWOM has significant
customer decision making.
effect on

Objective • It reduces the risk involved in

purchasing a product or a service.
• The objective is to measure the level of
customer satisfaction through EWOM.
• This focuses on customer- retailer
relationship through EWOM.
• Social media is a powerful tool to
encourage positive e-WOM and a
strategy to encourage interaction with
past, current and future customers.
 Literature review
THE EFFECT OF CUSTOMER SATISFACTIONON WORD OF MOUTH
COMMUNICATION
• The rise and spread of internet has led to the emergence of a new form of WOM.
ie. The electronic word of mouth.
• Customer satisfaction is an important issue for organization.
MULTISOURCE EFFECTS ON THE SATISFACTION FORMATION PROCESS.
• Research has focused on the impact of electronic word-of-mouth (eWOM) on
consumers’ pre-purchase and post-purchase behaviors.
• The article, however, focuses on the impact of eWOM on the consumer-retailer
relationship through the examination of consumer satisfaction.
• Simplify decision-making process due to unwillingness to process information
cognitively.
Benefits • Share with people
• Advice from other people online
• Trust in people
• Can reach a wider audience than we are
currently reaching
 Research Design
• Data collection- Primary Data Collection
• Data collected is qualitative in nature
• Research is done through surveys
• Distribution of survey is done online i.e google forms
• Questionnaire contains both open and closed end questions
Sampling
Data • Data analyzed is qualitative

analysis • The opinions of customers are analyzed

and necessary changes are made for
eWOM for increasing customer
satisfaction.
• Data is analyzed, whether customer
satisfaction is dependent on idea or
content of eWOM
Nature and • Qualitative in nature

Form of • The data collected will be represented

in the form of Histogram for better
Result analysis
Bibliography • The Impact Of Electronic Word-of-mouth
On Customer Satisfaction
Hsiao-Ching Kuo and Chinintorn Nakhata
• Anderson, R. E., & Swaminathan, S.
(2011). Customer satisfaction and loyalty
in e-markets: A PLS path modeling
approach. Journal of Marketing Theory
and Practice, 19(2), 221–234.
• Bohlmann, J. D., Rosa, J. A., Bolton, R.
N., & Qualls, W. J. (2006). The effect of
group interactions on satisfaction
judgements: Satisfaction escalation.
Marketing Science, 25(4), 301–332