Focusing Only on Satisfying Customers? --- Negative Word of Mouth From Insiders

The ongoing research proposes and identifies a systematically neglected source of negative word-of-mouth (NWOM). The current two studies revealed that feedback on service performance causes employees' to exert NWOM, which is mediated by negative affect, but not to make change in work-related behaviors.


ShihHao Liu and SangBong Lee (2016) ,"Focusing Only on Satisfying Customers? --- Negative Word of Mouth From Insiders ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 747-747.


ShihHao Liu, Saint Louis University, USA
SangBong Lee, Saint Louis University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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