Generating positive word-of-mouth communication through customer-employee relationships

In this study, we hypothesize and Empirically test the proposition that int erpersonal bonds, or relationships between employees and customers, can sig nificantly influence positive word-of-mouth (WOM) communication Such influe nce may be especially true for many services, particularly in situations wh ere a relationship has developed between the customer and individual servic e providers. In this study we look at four dimensions of interpersonal bond s: trust, care, rapport. and familiarity: We contend that as a customer's t rust increases in a specific employee (or employees). positive WOM communic ation about the organization is more likely to increase and such trust is a consequence qi three other interpersonal relationship dimensions: a person al connection between employees and customers, care displayed by employees, and employee familiarity with customers. These propositions are investigat ed using data collected from bank customers and dental patients. and we fin d empirical support for all but one of our hypotheses. A key finding is tha t the presence of interpersonal relationships between employees and custome rs is significantly correlated with customer WOM behavior. We conclude with a discussion of how interpersonal relationships between customers and empl oyees might be fostered in other to increase the likelihood of customer WOM behavior.