Word of Mouth Intentions Scale

What it measures

Measures consumer intentions to engage in positive or negative word-of-mouth behaviour about a service provider or brand. Part of Zeithaml et al.'s behavioural intentions battery, which also includes loyalty, switching, paying more, and complaining intentions. WOM is the most widely measured behavioural consequence in service marketing.

Representative items

• Say positive things about this company to other people.
• Recommend this company to someone who seeks your advice.
• Encourage friends and relatives to do business with this company.
• Consider this company your first choice for this type of service.

Citation

Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.