The Effect of Negative Emotions of Service Recipients on Negative Word of Mouth Marketing in the Health Sector

6th International Conference on Advanced Research Methods and Analytics (CARMA 2024), Valencia, Spain, 26 - 28 June 2024, pp.317-325, (Full Text)

Emotional satisfaction can develop after the positive or negative emotions experienced

about a purchased garment, shoe or cosmetic product are transferred to another

consumer. This sharing, which can be considered as emotional satisfaction for the

consumer, turns into a positive or negative purchasing experience and a positive or

negative product recommendation in terms of marketing. Moreover, this situation is not

only about a goods, but also about many sectors such as entertainment, health and

education. For example, the positive or negative experience of a consumer who receives

health care from a hospital turns into a recommendation about this hospital to their

immediate surroundings. This study aims to evaluate to what extent the negative

emotions of service recipients in the healthcare sector may affect negative word of mouth

marketing. In this study, which is an empirical research, the survey scale developed by

Wen-Hai et al. (2018) was used as the data collection method.

At the end of the study, it was observed that individuals' anger levels significantly

affected their desire for revenge and negative WOM levels.

Keywords: Marketing, Negative Word of Mouth, Negative Emotions, Health Sector.