380 Handel, Kommunikation, Verkehr
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Electronic word-of-mouth (eWoM) communication has received a lot of attention from the academic community. As multiple research papers focus on specific facets of eWoM, there is a need to integrate current research results systematically. Thus, this paper presents a scientific literature analysis in order to determine the current state-of-the-art in the field of eWoM.
Suppliers need to improve their relational capabilities if they are to enhance customer trust. Debate about such capabilities is dominated by an interpersonal approach. This paper provieds novel marketing options by expanding insights into alternative types of relational capabilities. Furthermore, the moderating role of customer preferences on the effectiveness of relational capabilities is evaluated.