The relationship between traditional and electronic word of mouth and customer experience quality in the appliance industry in South Africa

Abstract

Interest in word of mouth (WOM) communication to promote and generate curiosity in products and brands has existed for many years, given that WOM is more influential on consumer behaviour than other marketer-controlled sources. Additionally, consumers are now demanding more than just a competent product offering, but rather seeking an experience around what they are purchasing. The current study explores the relationship between traditional and electronic word of mouth pre- and post-purchase and customer experience quality in the major domestic appliance industry in South Africa. The findings, from a survey of 144 respondents, indicate that consumers are actively engaged in seeking out all forms of WOM pre-purchase, and in providing all forms of WOM post-purchase. In addition, respondents are highly satisfied with the quality of the experience they have with their brand of appliance purchased, but that this alone does not account for why they engage in post-purchase WOM