What is the Effect of a Recommendation?

East, Robert; Hammond, Kathy; Lomax, Wendy; Robinson, Helen

doi:10.1362/1469347054426186

Cited by 69 publications

(51 citation statements)

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“…We know that personal information sources are valuable, for instance recommendation can have more impact on brand choice than advertising (East et al 2005) and such sources are often seen as more credible than non-personal sources (Feick and Price 1987). In assessing intangible services, consumers ask friends and people they see as credible sources to judge both experience and credence attributes of products (Herr et al 1991), and they do the later even though it raises the problem of trusting another consumer even when that other consumer does not have the ability to make a proper assessment of credence attributes (Mittal 2004).…”

Section: <Insert Figure 1 Here>mentioning

confidence: 99%

Consumer savvy: conceptualisation and measurement

Macdonald¹,

Uncles²

2007

Journal of Marketing Management

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The notion of savvy consumers increasingly appears in the e-marketing and e-management literatures, usually in discussions about the importance of consumer-centricity. A synthesis of the literature identifies six broad characteristics of these savvy consumers: they are enabled by competencies in relation to technological sophistication, interpersonal networking, online networking and marketing/advertising literacy, and they are empowered by consumer selfefficacy and by their expectations of firms. This understanding of consumers is formalised by developing a SAVVY scale. Standard scale development procedures are applied using a sample from an online panel of consumers. As part of the process of validating the new scale comparisons are made with related, established scales -focusing on measures of consumer advantage (persuasion knowledge and market mavens) and consumer disadvantage (confusion arising from over-choice and vulnerability at the shopping interface). Our findings show the value of formal, empirically-grounded measures of consumer savvy, something that has been absent from many previous commentaries on the characteristics of savvy new consumers.

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Section: <Insert Figure 1 Here>mentioning

confidence: 99%

Consumer savvy: conceptualisation and measurement

Macdonald¹,

Uncles²

2007

Journal of Marketing Management

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“…Loan clients need to be provided with objective, accurate and timely information about updates on loan products/services policies, terms and conditions through effective communication and consumer education. It is important for management to understand that, failure to deliver quality loan information to clients could result in consumer perceived deception (Chaouachi, Rached, & Saied, 2012) and negative WOMC which could cause existing and potential customers to switch to competitors as demonstrated in previous studies (e.g., East et al, 2005;Wangenheim, & Bayón, 2004). Furthermore, loan firms should endeavour to explain in detail all loan terms and conditions to clients and not just assume that clients should read to understand loan policy for themselves.…”

Section: Managerial Contributionmentioning

confidence: 99%

“…have a strong influence on choices, particularly in the pre-purchase stages such as brand switching (East, Hammond, Lomax, & Robinson, 2005;Wangenheim, & Bayón, 2004).…”

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confidence: 99%

Getting Loan Clients to Recommend Financial Service Providers: The Role of Satisfaction, Trust and Information Quality

Mbawuni

Nimako²

2014

AFR

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This paper examines the role of satisfaction, trust and information quality as determinants of loan clients' recommendation of financial service providers in a developing country. Drawing on existing literature, a conceptual model was developed and validated with data from loan clients in Ghana. The study involved a cross-sectional survey of 371 loan customers of leading financial service providers in Ghana. The results show that satisfaction, trust and loan information quality are significant factors influencing clients' recommendation of loan products. Moreover, satisfaction and information quality also contributed significantly to influencing clients' trust for financial service providers. The findings provide important implications for inducing loan clients' recommendation of financial services to others. While this study is limited in terms of generalizability of the findings in developing countries, it provides avenues for further research for modelling the determinants of loan acquisition intentions of clients in financial markets in other research settings.

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“…This directly follows from the fact that the consumers has greater trust in their own opinions than in the opinions of others. Furthermore, consumer behaviour associated with providing recommendations varies markedly in different market segments [East et al 2005]. Therefore, in our model, the total consumer recommendations only affect the decisions of new consumers, which is described by the boundary condition in (1):…”

Section: P G T a G T A G T A U T A T A T T A G T B T A G T A Da V T Tmentioning

confidence: 99%

“…One of the tools enabling a company to affect consumer recommendations may be advertising [Bayus 1985;East et al 2005].…”

Section: Introductionmentioning

confidence: 99%

The influence of consumer recommendations on advertising strategies in a non-linear optimal goodwill model with market segmentation

Bogusz¹,

Górajski²

2015

Mathematical Economics

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What is the Effect of a Recommendation?

Cited by 69 publications

References 0 publications

Consumer savvy: conceptualisation and measurement

Consumer savvy: conceptualisation and measurement

Getting Loan Clients to Recommend Financial Service Providers: The Role of Satisfaction, Trust and Information Quality

The influence of consumer recommendations on advertising strategies in a non-linear optimal goodwill model with market segmentation

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