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The role of emotional value for reading and giving eWOM in altruistic services

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  • Previte, Josephine
  • Russell-Bennett, Rebekah
  • Mulcahy, Rory
  • Hartel, Charmine

Abstract

To date there is limited research on the role of customer perceived value for reading and giving positive and negative electronic word-of-mouth (eWOM) of an altruistic service within a singular study. Further, emotions have been shown to be important in altruistic services, yet there is no investigation of the role of emotional value for eWOM. This paper investigates these gaps by proposing and empirically testing a model with data from an online survey of 366 consumers of an altruistic service (blood donation) using structural equation modelling. The results show emotional value is a central value concept that mediates the relationship between reading eWOM and other value dimensions, whereas altruistic value is shown to be important for giving eWOM. The findings have theoretical importance for understanding the nature of customer perceived value in altruistic services and are also useful to managers of altruistic services seeking to increase eWOM as a customer recruitment and retention strategy.

Suggested Citation

  • Previte, Josephine & Russell-Bennett, Rebekah & Mulcahy, Rory & Hartel, Charmine, 2019. "The role of emotional value for reading and giving eWOM in altruistic services," Journal of Business Research, Elsevier, vol. 99(C), pages 157-166.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:157-166
    DOI: 10.1016/j.jbusres.2019.02.030
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    References listed on IDEAS

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    Cited by:

    1. Barta, Sergio & Gurrea, Raquel & Flavián, Carlos, 2023. "Consequences of consumer regret with online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Takumi Kato, 2021. "Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 671-684, November.
    3. Liu, Hongfei & Jayawardhena, Chanaka & Osburg, Victoria-Sophie & Yoganathan, Vignesh & Cartwright, Severina, 2021. "Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective," Journal of Business Research, Elsevier, vol. 132(C), pages 208-220.
    4. Josefa D. Martín-Santana & Lucía Melián-Alzola, 2022. "The influence of service quality and anticipated emotions on donor loyalty: an empirical analysis in blood centres in Spain," Health Care Management Science, Springer, vol. 25(4), pages 623-648, December.
    5. González, Eva M. & Meyer, Jan-Hinrich & Paz Toldos, M., 2021. "What women want? How contextual product displays influence women’s online shopping behavior," Journal of Business Research, Elsevier, vol. 123(C), pages 625-641.

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