Cultivating positive word of mouth communication through customer bonding
In this academic study, Professor Dwayne D. Gremler and co-authors, hypothesize and empirically test the proposition that interpersonal bonds, or relationships between employees and customers (Gremler and Brown 1996), can significantly influence positive word-of-mouth (WOM) communication. We believe this may be true for many services, particularly in situations where a relationship has developed between the customer and the service provider. We look at four dimensions of interpersonal bonds: trust, care, rapport, and familiarity.
We contend that (1) as a customer's trust increases in a specific employee (or employees), positive WOM communication about the organization is more likely to increase and (2) such trust is a consequence of three other interpersonal relationship dimensions: a personal connection between employees and customers, care displayed by employees, and employee familiarity with customers.
These propositions are investigated using data collected from bank customers and dental patients, and we find empirical support for all but one of our hypotheses. A key finding is that the presence of interpersonal relationships between employees and customers is significantly correlated with customer WOM behavior.
 Dwayne D. Gremler | |
| About the author: | |
| Dr. Gremler is an Associate Professor of Marketing in the College of Business Administration at Bowling Green State University in Ohio. He received his M.B.A. and Ph.D. degrees from the W. P. Carey School of Business at Arizona State University, home of the internationally renown Center for Services Leadership—one of the leading university-based centers for the study of services marketing and management in the world. | |
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