Antecedents of word of mouth among female grocery shoppers in Iran

Patricia Harris; Nasim Alsadat Khatami; Helen Robinson

Antecedents of word of mouth among female grocery shoppers in Iran

Patricia Harris, Nasim Alsadat Khatami, Helen Robinson

Research output: Contribution to conference › Paper › peer-review

Abstract

This paper reports on research on the antecedents of Word of Mouth (WOM) behavior among Iranian women in the context of grocery shopping. Using a survey instrument, we empirically test the conceptual model of De Matos and Rossi (2008). We find support for the model and find satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Our research appears to be the first study of WOM in the context of Iranian grocery retailing and provides useful insight for academics and practitioners. Key words: Word of mouth; consumer behaviour; grocery retailing; Iran

Original language	English
Publication status	Published - Jul 2014
Event	Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces - Bournemouth. U.K. Duration: 7 Jul 2014 → 10 Jul 2014

Conference

Conference	Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces
Period	7/07/14 → 10/07/14

Bibliographical note

Organising Body: Academy of Marketing

Keywords

Business and management studies

Cite this

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title = "Antecedents of word of mouth among female grocery shoppers in Iran",

abstract = "This paper reports on research on the antecedents of Word of Mouth (WOM) behavior among Iranian women in the context of grocery shopping. Using a survey instrument, we empirically test the conceptual model of De Matos and Rossi (2008). We find support for the model and find satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Our research appears to be the first study of WOM in the context of Iranian grocery retailing and provides useful insight for academics and practitioners. Key words: Word of mouth; consumer behaviour; grocery retailing; Iran",

keywords = "Business and management studies",

author = "Patricia Harris and \{Alsadat Khatami\}, Nasim and Helen Robinson",

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language = "English",

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T1 - Antecedents of word of mouth among female grocery shoppers in Iran

AU - Harris, Patricia

AU - Alsadat Khatami, Nasim

AU - Robinson, Helen

N1 - Organising Body: Academy of Marketing

PY - 2014/7

Y1 - 2014/7

N2 - This paper reports on research on the antecedents of Word of Mouth (WOM) behavior among Iranian women in the context of grocery shopping. Using a survey instrument, we empirically test the conceptual model of De Matos and Rossi (2008). We find support for the model and find satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Our research appears to be the first study of WOM in the context of Iranian grocery retailing and provides useful insight for academics and practitioners. Key words: Word of mouth; consumer behaviour; grocery retailing; Iran

AB - This paper reports on research on the antecedents of Word of Mouth (WOM) behavior among Iranian women in the context of grocery shopping. Using a survey instrument, we empirically test the conceptual model of De Matos and Rossi (2008). We find support for the model and find satisfaction, commitment, loyalty, trust, perceived value and quality to be significant antecedents of WOM. Commitment is found to be the most significant predictor of WOM. Our research appears to be the first study of WOM in the context of Iranian grocery retailing and provides useful insight for academics and practitioners. Key words: Word of mouth; consumer behaviour; grocery retailing; Iran

KW - Business and management studies

M3 - Paper

T2 - Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces

Y2 - 7 July 2014 through 10 July 2014

ER -

Antecedents of word of mouth among female grocery shoppers in Iran

Abstract

Conference

Bibliographical note

Keywords

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Cite this