The Research On The Impact Of WOM-Communication On Service Brand Community Formation

During the search process for the documents, it's found that most of the research focus on Consumer purchase decisions and behavior, and fewer on the Impact of WOM on Service Brand.Based on those studies past, this paper discussed the Impact of WOM Communication on Service Brand community Formation, so as to provide the service business a theoretic and practical guidance.This study surveyed the customers of famous service brand in China, called M-Zone. Firstly, by caring out Factor Analysis with SPSS software, the study extracted five factors of WOM communication and three factors of service brand community, as well as the factor of trust propensity which acts as a moderator variable in this paper. Secondly, this study analyzed the impact of WOM communication on service brand community, by caring out Structural Equation Modeling Analysis with AMOS software. The facts suggest:(1) Every interaction factors except correlation intensity has a different impact on services brand community. (2) The employee-customer interaction has a significant impact on brand awareness and brand relationship, the most significant impact on brand relationship. (3) The trust propensity can regulate among correlation intensity, professional degree of receiver, Common Sense, Tradition and spirit, and Responsibility of morality. Finally, according to the findings, this study gives some advice on how to create positive WOM effectively, and promote service brand community building through WOM communication.