Marketing

Customer equity

Customer delight

Customer value

Service (business)

Statistics

Microeconomics

Customer advocacy

Economics

Customer intelligence

Business

Customer lifetime value

Customer retention

Service quality

Advertising

Loyalty business model

Mathematics

Value (mathematics)

Customer to customer

Profit (economics)

Journal of Business Research

This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange, on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-tocustomer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed.

eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty