Postswitching Negative Word of Mouth
研究了客户转换服务提供商后负面口碑的发生机制，发现产品涉入度、市场行家特质、感知风险、对新供应商的满意度及转换原因等因素影响该行为，对客户管理有启示。
Previous research has extensively studied the determinants of customer loyalty and switching behavior but has given little attention to what happens after a customer has switched away from a service provider. In this article, the perhaps most important manifestation of such postswitching behavior—namely, postswitching negative word of mouth (PNWOM)—is investigated. Drawing from dissonance theory, hypotheses are developed and tested in an empirical study. Results from the telecommunications industry indicate that PNWOM is given frequently and that product involvement, market mavenism, perceived risk, satisfaction with the new provider, and the reason for switching the provider explain PNWOM. Implications for customer management are discussed.