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Abstract
Consumer postcommunications about a retailer, the retail salesperson, and the product (a newly purchased automobile) were examined by analyzing 3 types of communications: 1. positive and negative word-of-mouth, 2. recommendations and warnings to other people, and 3. complaints communicated to the retail organization and/or salesperson. Data were obtained via questionnaire for a random sample of 184 new car buyers in a major southeastern city with a metropolitan area population of about 750,000. The results indicated that an increase in positive postpurchase psychological states - specifically, feelings of satisfaction or equity - increased favorable word-of-mouth and recommendations for the product, the salesperson, and the dealership. Attempting to create high levels of satisfaction and treating customers fairly can be anticipated to favorably influence the customer's future choices, as well as those with whom the customer has word-of-mouth contact. In addition to word-of-mouth, the extent of satisfaction and equity was related directly to praises and inversely to complaints.