Word-of-Mouth Processes within a Services Purchase Decision Context

This article investigates the processes of word of mouth (WOM) within a services purchase decision context. The authors argue that to understand these processes, researchers must examine the role of interpersonal influences in the traditional WOM models based within the noninterpersonal paradigm. As a result of the current investigation, three distinct relations emerge: first, the effect of the noninterpersonal forces (receiver’s expertise, receiver’s perceived risk, and sender’s expertise) on the influence of WOM on service purchase decisions; second, the effect of the interpersonal forces (ties strength and how actively WOM is sought) on the influence of WOM on service purchase decisions; and third, the effects of noninterpersonal forces on interpersonal forces. Managerial implications and avenues for future research are addressed.