Customers engage in the word of mouth (WOM) diffusion and adoption process, owed to their satisfaction or dissatisfaction with the goods and services they purchase and use. WOM is crucial to making or breaking business enterprises and other societal organizations. A satisfied customer will spread favorable word of mouth, while a customer who is dissatisfied will spread unfavorable WOM. Using a non-recursive SPSS model, this study empirically tests how Xiaomi customers in China and a few other countries, such as, Australia, South Africa and United States of America, express their dissatisfaction through unfavorable WOM. Despite the study’s limitations, one of which entails assessing WOM through non-recursive statistics, the main findings and conclusions are discussed, along with future-research directions and policymaking recommendations.
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