The Role of Word-of-Mouth Communication in the Formation of Cynical Attitudes Towards Private Health Care Organizations

Abstract

The aim of this study is to explain the role of negative and positive word-of-mouth communication in consumers' development of cynical attitude towards private health care institutions, and to understand how this role can be shaped, especially when the risk perception comes into play. The role of negative and positive word-of-mouth communication on consumers' purchasing behavior has been the subject of various studies. Previous literature indicates that negative word-of-mouth communication is taken into account more strongly by cynical consumers, while other studies emphasize the importance of recommendations and positive word-of-mouth communication in customers' purchase behavior. The data were collected by online survey method and used structural equation modelling. Analysis of the data collected from 362 participants in this study shows that, in regards to customers' cynical attitudes, the rate at which positive word of mouth abates cynicism is higher than the rate at which negative word of mouth reinforces cynicism. As a result of this study, suggestions were made for practitioners and new studies in light of these findings.