... study was conducted using the critical incident technique. In all, 64 positive incidents and 60 negative incidents were analyzed. Findings This study provides a typology for understanding consumers’ motivations for engaging in positive and negative WOM within the context of social media. Four new...

... of this paper is to identify critical incidents from China and India, and use theoretical concepts from buyer‐supplier literature to explain the outcome success or failure. Design/methodology/approach The paper uses the critical incident technique to capture retail buying decisions that resulted in either...

... behaviour. Using this and additional information gathered in the interviews, implications are drawn regarding both the value of the methodology and the results for managers in this type of retail business. Critical incident technique Focus groups Service operations Retail service industries Customer...