Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

This research critically reviewed the concept of word of mouth in the previous literature. However, the majority of the studies focused on either word of mouth in general or positive word of mouth. Negative word of mouth was not extensively studied in the previous research. Accordingly, this research aims at studying the effect of problem solving and responsiveness on negative word of mouth. The research adopted both qualitative and quantitative approaches. Qualitative approach was used to explore antecedents for negative word of mouth then it was statistically tested through the quantitative phase. A non probability sample was used with a sample size composed of 120 students from the faculty of commerce {u2013} English section (fourth year). Experimental designed (scenarios) was used to test the effect of problem solving, responsiveness and interaction between them on negative word of mouth in the Telecommunication sector in Egypt

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