Does educating customers create positive word of mouth?. (September 2021)

• Record Type: Journal Article
• Authors: Sun, Xiaochi; Foscht, Thomas; Eisingerich, Andreas B.
• Is Part Of: Journal of retailing and consumer services. Volume 62(2022)
• Publication Date: 2021-09
• Subjects: Customer education -- Word of mouth -- Customer expertise -- Customer satisfaction; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102638
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This research theorizes and empirically examines whether and how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service and retailing contexts, we find that educating customers enhances customers' positive WOM for a brand. Customer satisfaction and perceived expertise mediate this effect. Critically, the positive impact on WOM is stronger for customers who have less prior knowledge regarding the educational topic and are more amenable to knowledge sharing. The current findings add to the literature on customer education and WOM and offer managerial insights for improving brands' WOM campaigns. Graphical abstract: Image 1 Highlights: This study is one of the pioneer studies to examine the effect of educating customers on customers' positive WOM. Customer satisfaction and perceived expertise mediate the effect of customer education on WOM. Customers' prior knowledge level and their enjoyment of sharing knowledge serve as critical boundary conditions. Customer education is a novel marketing communication strategy for companies to generate positive WOM for their brands.