trust brands recommended by their friends. Therefore, it is vital that services
managers should work towards impeding the stimulation of even singular
episodes of N-WOM behaviour by their dissatisfied customers, as it can have
serious financial consequences for the firm. For instance, Harmon and
McKenna-Harmon (1994) found that 26 dissatisfied customers indulging in
N-WOM discouraged 208 potential customers from making a purchase with a
focal service provider, resulting in a potential loss of $828,000 in future
revenues for the services firm