Positive v. Negative WOM: An Exploratory Study

walter carl makes reference to an interesting piece of work conducted by Jill Sweeney from the University of Western Australia. She looked at the differenced and similarities between positive and negative word of mouth. Word-of-Mouth Communication Study: Positive v. Negative WOM: An Exploratory Study. The takeaway sound bite is: -

Have a good product or service to generate positive WOM, and when there's a negative experience, give people outlets to vent their dissatisfaction early on.