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1. 1. "Dissatisfaction in Consumers" : A qualitative study on Word of Mouth and how it affects consumer complaints and repurchase intention, in fast food chains

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Rasmus Nilsson; Rawan Abdulraham; [2022]
   Nyckelord :Word of Mouth; Repurchase Intention; Consumer Complaints; Negative Word of Mouth; Positive Word of Mouth; WoM; Dissatisfaction; Satisfaction; Core Service Failure;

   Sammanfattning : Word of mouth has been considered a big factor for why brands do not need to make excessive marketing efforts, due to consumers recommending their products or services to other consumers through WoM. Given this thesis explores the relationship between WoM, complaints and repurchase intentions of consumers when it comes to fast-food restaurants, the WoM mostly is that of a negative aspect. LÄS MER