Word of Mouth: Motivating Factors in a B2B E-Commerce Environment
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
This study aims to explain what motivates organizations in the e-commerce environment to engage in positive word of mouth about another organization. The studied organization is a global provider of online payment solutions used in online shops. Through a thorough literature review, five motivating factors have been hypothesized; customer satisfaction, perceived service quality, customer value, positive disconfirmation on the service-quality, and customer loyalty. A survey, investigating the impact of the five variables, has been conducted together with German business customers of the studied organization (i.e. online shops in Germany). The collected data of the survey has then been described and analyzed with help of multiple statistical methods. The results show that all five hypotheses are accepted and that all five factors have an impact on the likelihood of recommending another organization. The most important factors are customer loyalty and customer satisfaction and should therefore be taken into special consideration in any managerial decision regarding word of mouth.
Place, publisher, year, edition, pages
2013. , 59 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-48633Local ID: 6104beec-1de6-4d13-8468-c7014458d0e8OAI: oai:DiVA.org:ltu-48633DiVA: diva2:1021976
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20130616 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved