TY - JOUR AU - Güçlü Sözer, Edin PY - 2021/06/13 Y2 - 2024/03/28 TI - Electronic Word of Mouth (e-WoM): Is it an Effective Tool for Re-Vitalizing the Relationship between a Brand and Its Ex-Customers? JF - İşletme Araştırmaları Dergisi JA - ISARDER VL - 10 IS - 4 SE - Makaleler DO - UR - https://isarder.org/index.php/isarder/article/view/670 SP - 97-114 AB - <p>The target of this study is to shed light into an unexplored area in the marketing literature by (1) identifying the factors contributing to the formation of a relationship re-vitalization effect of e-WoM in an e-commerce context, and (2) exploring the relationship between re-vitalization effect of e-WoM, current brand loyalty, current brand satisfaction level and old brand satisfaction level. The sample was chosen among the ex-customers of 3 e-retailers in Turkey and 150 customers responded to the survey. Model testing was done through Structural Equation Modeling (SEM) method. Results of the study indicate that re-vitalization of the relationship between the customer and his/her old brand through the e-WoM communication is the function of Tie Strength between the customer and e-WoM message source (sender), the satisfaction level with the old brand before leaving the brand and the brand loyalty level towards the current brand purchased. Brands need to employ e-WoM communication before ex-customers become loyal to their current brand.</p> ER -