Does educating customers create positive word of mouth?

Xiaochi Sun, Thomas Foscht and Andreas B. Eisingerich

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: This research theorizes and empirically examines whether and how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service and retailing contexts, we find that educating customers enhances customers' positive WOM for a brand. Customer satisfaction and perceived expertise mediate this effect. Critically, the positive impact on WOM is stronger for customers who have less prior knowledge regarding the educational topic and are more amenable to knowledge sharing. The current findings add to the literature on customer education and WOM and offer managerial insights for improving brands' WOM campaigns.

Keywords: Customer education; Word of mouth; Customer expertise; Customer satisfaction (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002046

DOI: 10.1016/j.jretconser.2021.102638

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