Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype
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. Theref...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2007
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| Online Access: | https://eprints.nottingham.ac.uk/21257/ |
| _version_ | 1848792215275438080 |
|---|---|
| author | Gavronski, Maarja |
| author_facet | Gavronski, Maarja |
| author_sort | Gavronski, Maarja |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T18:40:52Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21257 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:40:52Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-212572018-01-08T04:11:08Z https://eprints.nottingham.ac.uk/21257/ Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype Gavronski, Maarja 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. 2007 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21257/1/07MSclixmg11.pdf Gavronski, Maarja (2007) Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Gavronski, Maarja Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title | Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title_full | Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title_fullStr | Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title_full_unstemmed | Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title_short | Word-of-Mouth in the Context of Internet Mediated Services: the case of Skype |
| title_sort | word-of-mouth in the context of internet mediated services: the case of skype |
| url | https://eprints.nottingham.ac.uk/21257/ |