WORD OF MOUTH OPPORTUNITY: WHY RECOMMENDATION LIKELIHOOD OVERESTIMATES POSITIVE WORD OF MOUTH

Abstract

Researchers and practitioners alike rely extensively on recommendation likelihood measures to understand customer loyalty and, more explicitly, expected positive word-of-mouth (PWOM). Yet previous research shows recommendation likelihood to be a flawed predictor of PWOM. We address this shortcoming by investigating the role that word-of-mouth (WOM) opportunity plays in the relationship between recommendation likelihood and PWOM. Results suggest that recommendation likelihood measures largely reflect overall satisfaction, and that WOM opportunity has a key moderating effect on the relationship between recommendation likelihood and PWOM. Importantly, WOM opportunity is poorly considered by consumers responding to recommendation likelihood questions, yet it has a major effect on PWOM. Implications for practitioners and academics using recommendation likelihood as a loyalty or PWOM measure are discussed.