Word-of-Mouth Promotion and Switching Behavior in Japanese and American Business-to-Business Service Clients
Keywords
word of mouth, services, industrial marketing, national culture
Abstract
This comparative study examines whether customers in Japan and the US who use referrals to find business-to-business services (e.g., banking, advertising and insurance) are more likely to remain loyal to their service providers. The effects of national culture (Japanese or American) and relative location (foreign or domestic) are anticipated and explored. Regression analysis results indicate that companies who used referrals to source their service providers switched less than those who did not. Furthermore, companies operating in foreign environments (Japanese companies in the US and American firms in Japan) switched more than those operating in domestic environments. Other cross-cultural and international results are presented and discussed.
Original Publication Citation
Money, R. Bruce (2004), “Word-of-Mouth Promotion and Switching Behavior in Japanese and American Business-to-Business Service Clients,” Journal of Business Research, 57 (3) 297-305.
BYU ScholarsArchive Citation
Money, Bruce, "Word-of-Mouth Promotion and Switching Behavior in Japanese and American Business-to-Business Service Clients" (2004). Faculty Publications. 8624.
https://scholarsarchive.byu.edu/facpub/8624
Document Type
Peer-Reviewed Article
Publication Date
2004
Publisher
Journal of Business Research
Language
English
College
Marriott School of Business
Department
Marketing
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