Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype

Gavronski, Maarja (2007) Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Skype is a contemporary innovative business providing Internet mediated services. More importantly Skype is a company, which because of the business model is highly dependent on its users and at the same time has made word-of-mouth integral to the service, as a way of extending the user base. Therefore, the effect of satisfaction on word-of-mouth was examined, as well as the mediating effect of loyalty on the relationship between satisfaction and word-of-mouth. The second part of the research involved investigating the effect of word-of-mouth on usage. Using data obtained from a sample of Skype users, support was found for all hypothesised relationships with word-of-mouth and usage as the dependent variables. The conclusion includes theoretical discussion of the findings and implications for Skype managers, as well as research limitations and directions for future research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 01 Nov 2016 19:36
URI: http://eprints.nottingham.ac.uk/id/eprint/21257

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