Evaluating customer values by word-of-mouth: an empirical study of a telecommunication network

被引：0
|
作者：
Li, Ji [1 ]
Fang, Zheng [2 ]
Han, Yi [3 ]
Wang, Yan [4 ]
机构：
[1] Cent Univ Finance & Econ, Sch Business, Beijing 100081, Peoples R China
[2] Sichuan Univ, Sch Business, Chengdu 610064, Peoples R China
[3] Peking Univ, Guanghua Sch Management, Beijing 100871, Peoples R China
[4] Eurasia Univ, Xian, Peoples R China
来源：
STATISTICS AND ITS INTERFACE | 2015年 / 8卷 / 03期
基金：
中国国家自然科学基金;
关键词：
Customer value; Word of mouth; Social network; EQUITY; ACCELERATION; ACQUISITION; ALLOCATION; PURCHASE;
D O I：
10.4310/SII.2015.v8.n3.a8
中图分类号：
Q [生物科学];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
Word-of-mouth (WOM) is an important way for companies to gain new customers and new value, therefore the indirect value a customer brings to the company through WOM should not be ignored. The empirical analysis on the data of a wireless service provider shows that customers' WOM value is very comparable to their direct values. In addition, the WOM value is positively related to the customers' social capital and has an inverted U-shape link to the proportion of weak ties within the customers' social network. These findings extend the previous understanding on customer value from direct value to indirect value of WOM, and provide some insights on the antecedents of WOM value.
引用
收藏
页码：347 / 354
页数：8
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