Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication

Keywords: wom, communication, marketing

Abstract

Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.

Author Biographies

Dien Mardhiyah, Universitas Airlangga

MARDHIYAH, Dien is a doctoral student of Faculty of Economics and Business, Universitas Gadjah Mada. Previously, she completed her Master degree (2005) at Faculty of Economics and Business, Universitas Gadjah Mada. Currently, she is a lecturer, researcher, and consultant at the Department of Management, Faculty of Economics and Business, Airlangga University. Her main areas of research are Marketing and Consumer behavior.
    Author contact’s details: Faculty of Economics and Business, Airlangga University, Jl. Airlangga No. 4 Surabaya 60286; Phone/Fax: +62 (31) 5033642/5026288; E-mail: diena333@yahoo.co.id.

Basu Swastha Dharmmesta, Universitas Gadjah Mada

DHARMMESTA, Basu S. is a Professor of Marketing in the Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia. He earned a BSc and Drs in Business Economics from Universitas Gadjah Mada, Indonesia; an MBA in Finance and Marketing from Northwestern State University of Lousiana, USA; and a PhD in Marketing from The University of Strathclyde, Scotland, UK. He has written 16 books and many articles in scientific journals such as Gadjah Mada International Journal of Business, Indonesian Journal of Economics and Business, Educational Research, Interdisciplinary Journal of Contemporary Research in Business, and the Journal of Service Science.
    Author contact’s details: Master of Management Program, Faculty of Economics and Business, Universitas Gadjah Mada, Jl. Teknika Utara 1, Yogyakarta 55281, Indonesia; Phone: +62 274 562222, 511036; Fax. +62 274 564388; E-mail: dharmmesta@mmugm.ac.id.

B.M. Purwanto, Universitas Gadjah Mada

PURWANTO, Bernadus M. earned his PhD from University of the Philippines. Previously, he completed his M.B.A. at Western Michigan University, U.S.A. He is a lecturer, researcher, and consultant at the Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada. Currently, he is a Vice Dean 1, Faculty of Economics and Business, Universitas Gadjah Mada. He was a Director at Master of Science and Doctorate Program, Faculty of Economics and Business, Universitas Gadjah Mada (2007-2008). He also serves as Editorial Advisory and Review Board in Gadjah Mada International Journal of Business and Editorial Board of Journal of Indonesian Economy and Business. His main areas of research are Marketing and Consumer Behavior.
    Author contact’s details: Faculty of Economics and Business, Universitas Gadjah Mada, Jl. Sosio Humaniora No. 1 Bulaksumur Yogyakarta 55281; Phone/Fax: +62 (274) 548510/ 5632212; E-mail: bm-purwanto@ugm.ac.id. 

References

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Published
2013-06-12
How to Cite
Mardhiyah, D., Dharmmesta, B. S., & Purwanto, B. (2013). Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication. Gadjah Mada International Journal of Business, 15(2), 113-132. Retrieved from https://dev.journal.ugm.ac.id/v3/gamaijb/article/view/15385
Section
Articles