Word-of-mouth jako wymiar zachowań obywatelskich – wyniki badań eksploracyjnych
Word-of-Mouth as Form of Customer Citizenship Behavior – An Empirical Approach

Summary/Abstract: The paper presents word-of-mouth as a type of customer citizenship behavior (CCB), an emerging and dynamic area of research in management science. The main objective of the paper is to depict WOM and its general stimulants based on literature studies, as well as to identify factors determining customers’ word-of-mouth inclination on the basis of exploratory research. Factor analysis and regression methods enabled identifying social needs, customers’ innovation and gratitude demonstrated by companies as relevant stimulants of customers’ word-of-mouth.

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