The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age
Vol. 22 No. 3 (2020), Articles
Vol. 22 No. 3 (2020)

The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age

Articles
https://doi.org/10.7819/rbgn.v22i3.4073
Published 2020-07-08
Juan Carlos Eiras Fontenla
Unicamp, Institute of Economics – Marketing Specialization, Campinas, Brazil.
http://orcid.org/0000-0001-6106-0136
Luciana Florêncio de Almeida
ESPM-SP, Post Graduation in Business Administration, Sao Paulo, Brazil.
http://orcid.org/0000-0003-2602-3844
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Keywords

Word-of-mouth
third age
consumer behavior
service
leisure

How to Cite

Fontenla, J. C. E., & de Almeida, L. F. (2020). The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age. Review of Business Management, 22(3), 750–780. https://doi.org/10.7819/rbgn.v22i3.4073
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Abstract

Purpose – The present study aimed to identify why positive word-of-mouth (PWOM) is important in leisure services consumption by third age. 

 

Design/methodology/approach – Using qualitative and exploratory approach, interviews and audio diaries, content analysis for data processing, the study investigated consumers age group between 60 and 70 years in Brazil. 

 

Findings – Major results indicated that factors generated by PWOM such as safety, engagement, relief, knowledge acquirement, social network, confidence, positive expectation and enthusiasm appeared to be strong and are fundamental for the third age consumers purchase decision process. It was also found a significant nexus between PWOM relevance and the fact that they were sent by close people in regards to receiver. 

 

Originality/value – This paper contributes to the prior literature with a better understanding of factors generated by PWOM on third age consumers. Firms and governments can help their senior customers simplify choices and motivate consumer decisions as well as engaging them in relationship management and directive service. 

https://doi.org/10.7819/rbgn.v22i3.4073
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PDF (Português (Brasil))

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