Professor Chanaka Jayawardhena

Professor Chanaka Jayawardhena

Date: Wednesday 6th May 2015
Time: 1pm
Room: 3.2
Topic: Is Word of Mouth all that is claimed to be? Some Empirical evidence

‌Speaker: Professor Chanaka Jayawardhena

Speaker biography

I am the Professor of Marketing at Hull University Business School and a Visiting Professor at University of Jyväskylä. I am interested in exploring relevant and interesting problems that potentially develop impactful findings for both academia and practitioners. Current research interests are investigating customer experience in consumption and subsequent processes. In particular I am interested in understanding how consumers make consumption decisions, how customers engage with the consumption process, the kinds of relationships that go on with the providers of services/products, with a particular interest in the virtual and service marketplaces. Special interest also lies in exploring how organisations use technology (Internet and mobile channels) in attracting, developing and maintaining customer relationships. Last but not least, I am also interested in exploring how consumers evaluate services, the influence of social media and word of mouth on consumer decision making in the consumption of services, amongst others.

Seminar brief

Word of Mouth is a topic that has been extensively studied for decades in numerous disciplines both within Marketing and outside Marketing. The aim of this talk will be to give an overview of some of the research on Word of Mouth undertaken, especially in the service marketing field, drawing upon the author’s own research on the topic. After a brief introduction to some of the early research on the topic, the presentation will focus on two key themes: what drives WOM, and how recipients of WOM respond to the WOM received about competing service providers.