Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/9893
Title: Service innovations and electronic word-of-mouth: is it worth listening to?
Authors: Andreassen, Tor W.
STREUKENS, Sandra 
Issue Date: 2009
Publisher: Emerald
Source: Managing Service Quality, 19(3). p. 249-265
Abstract: Purpose - The purpose of this paper is to investigate what discussants in internet based discussion forums talk about. Investigates electronic word of mouth (e-WOM) as a potential source of information for service innovation. The aim is to derive four core categories of unique dialogues that provide valuable information to service innovation. Design/methodology/approach - Apart from Harrison-Walker's effort to develop a scale of measuring WOM, disclosing the inside of electronic word-of-mouth has never been done before. For this reason a qualitative approach using Netnography was adopted. The paper analyzes the content of all postings taking place during 100 days in five defined discussion forums on the internet. Findings - The results indicate that conversations taking place in electronic discussion forums can be divided into four core categories, i.e. information request, usage experience, business practice issues, and comments pertaining to new product launches. Research limitations/implications - The study focused on building a typology of conversations taking place in discussion forums on the internet. As such, these findings may not be generalized to the offline environment. Practical implications - Disclosing details of electronic word-of-mouth through four core categories has a number of implications. Perhaps more importantly, an understanding of WOM communication allows managers to develop new, and to improve current, services that better meet customers' current and future needs. Originality/value - Disclosing details of electronic word-of-mouth and linking it to service innovation has never done before. As such this is a truly unique study.
Keywords: Digital communication systems, Group discussion, Innovation, Internet, Service Operations
Document URI: http://hdl.handle.net/1942/9893
ISSN: 0960-4529
DOI: 10.1108/09604520910955294
ISI #: 000279317700001
Category: A1
Type: Journal Contribution
Validations: ecoom 2011
vabb 2010
Appears in Collections:Research publications

Files in This Item:
File Description SizeFormat 
Andreassen and Streukens 2009 MSQ.pdfPublished version131.76 kBAdobe PDFView/Open
Show full item record

SCOPUSTM   
Citations

56
checked on Sep 2, 2020

WEB OF SCIENCETM
Citations

52
checked on May 21, 2022

Page view(s)

10
checked on May 20, 2022

Download(s)

34
checked on May 20, 2022

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.