Measuring word-of-mouth activity after a service encounter: are we measuring what customers communicate?

Abstract The current study differs from previous research that measured WOM activity, as an experimental between-subjects research design, was applied and the stimuli were videos of four service encounters to ensure external validity. The factors that were manipulated in the experiment were the level of service quality provided by the waitron and the waitron’s emotional display. The study found that WOM activity measurement by means of a typical recommendation item is not a true reflection of how a customer experienced a service encounter and more recommendations were done personally than by electronic means. Managerial implications, based on the findings, are made.