Managing negative word-of-mouth: an exploratory study

Williams, M; Buttle, F

Managing negative word-of-mouth: an exploratory study

Williams, M

Buttle, F

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Publication Type:: Journal Article
Citation:: Journal of Marketing Management, 2014, 30 (13-14), pp. 1423 - 1447
Issue Date:: 2014-01-01

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Field	Value	Language
dc.contributor.author	Williams, M https://orcid.org/0000-0002-4553-1820	en_US
dc.contributor.author	Buttle, F	en_US
dc.date.issued	2014-01-01	en_US
dc.identifier.citation	Journal of Marketing Management, 2014, 30 (13-14), pp. 1423 - 1447	en_US
dc.identifier.issn	0267-257X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/30414
dc.description.abstract	© 2014, © 2014 Westburn Publishers Ltd. Abstract: This exploratory study investigates how executive-level and functional managers in three large organisations understand and respond to negative word-of-mouth (NWOM). The findings, based principally on analysis of 54 interviews over 3 years, show that organisations devote far more resources to the management of NWOM than they do to the promotion of positive word-of-mouth. Marketing and other customer-facing work groups play varied roles in organisational response to NWOM, which often involves complaints management and crisis management. We find that senior management, marketing, sales, advertising, PR and contact-centre staff all have different fears about NWOM and therefore respond to it in various ways. Our recommendations for better management of NWOM stress three points – leadership, organisational readiness and public relations management.	en_US
dc.relation.ispartof	Journal of Marketing Management	en_US
dc.relation.isbasedon	10.1080/0267257X.2014.933864	en_US
dc.title	Managing negative word-of-mouth: an exploratory study	en_US
dc.type	Journal Article
utslib.citation.volume	13-14	en_US
utslib.citation.volume	30	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1504 Commercial Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access
pubs.issue	13-14	en_US
pubs.publication-status	Published	en_US
pubs.volume	30	en_US

Abstract:

© 2014, © 2014 Westburn Publishers Ltd. Abstract: This exploratory study investigates how executive-level and functional managers in three large organisations understand and respond to negative word-of-mouth (NWOM). The findings, based principally on analysis of 54 interviews over 3 years, show that organisations devote far more resources to the management of NWOM than they do to the promotion of positive word-of-mouth. Marketing and other customer-facing work groups play varied roles in organisational response to NWOM, which often involves complaints management and crisis management. We find that senior management, marketing, sales, advertising, PR and contact-centre staff all have different fears about NWOM and therefore respond to it in various ways. Our recommendations for better management of NWOM stress three points – leadership, organisational readiness and public relations management.

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http://hdl.handle.net/10453/30414