Do satisfied customers badmouth innovative products?

Madhavan Parthasarathy, David Forlani
Psychology & Marketing,Vol. 27, Issue 12, Pages: 1134-1153.

For many years marketing academics have recommended, and practitioners have implemented, organization-wide programs that measure customers’ levels of satisfaction with a firm’s offerings because it is believed that satisfied customers are both more likely to continue using a previously adopted product and less likely to engage in negative word-of-mouth communication. Given the ubiquity of product-review forums resulting from today’s increasing levels of e-commerce, this paper pairs cause constructs from the diffusion …
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