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Management of Customers Communication Behaviors

Soo Yeon Hong

ISBN 10: 3838337751 / ISBN 13: 9783838337753
Published by LAP Lambert Academic Publishing
New Condition: New Paperback
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Paperback. 172 pages. Dimensions: 8.7in. x 5.9in. x 0.4in.This book examined the effects of satisfaction and organizational reputation on customers communication behaviors such as engaging in word-of-mouth communication and paying attention to mass media, and the mediation role of identification with company in such effects. The results demonstrate that the more customers perceive the relationship they have with the company to be satisfactory, the more likely they are to communicate positively to others about it. In addition, the more customers perceive the reputation of the company to be satisfactory, not only are they more likely to communicate positively to others about the company, but also they are more likely to pay attention to mass communication channels such as television, newspaper, magazines, and the Internet for information about the company. More importantly, results show that identification with company significantly mediates the influence of relational satisfaction on customers engagement in both word-of-mouth and mass communication behaviors. The book is addressed to professionals in communication management and public relations as well as to researchers in public relations, mass communication, and marketing. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783838337753

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Bibliographic Details

Title: Management of Customers Communication ...

Publisher: LAP Lambert Academic Publishing

Binding: Paperback

Book Condition:New

Book Type: Paperback

About this title

Synopsis:

This book examined the effects of satisfaction and organizational reputation on customers? communication behaviors such as engaging in word-of-mouth communication and paying attention to mass media, and the mediation role of identification with company in such effects. The results demonstrate that the more customers perceive the relationship they have with the company to be satisfactory, the more likely they are to communicate positively to others about it. In addition, the more customers perceive the reputation of the company to be satisfactory, not only are they more likely to communicate positively to others about the company, but also they are more likely to pay attention to mass communication channels such as television, newspaper, magazines, and the Internet for information about the company. More importantly, results show that identification with company significantly mediates the influence of relational satisfaction on customers? engagement in both word-of-mouth and mass communication behaviors. The book is addressed to professionals in communication management and public relations as well as to researchers in public relations, mass communication, and marketing.

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