In today's dynamic marketplace, understanding consumer behavior has become increasingly complex, especially regarding high-involvement purchases. Nevertheless, it is just as important for both theorists and practitioners to understand. It is known that word-of-mouth (WOM) is one of the most influential factors in consumer behavior during the consumer decision journey (CDJ). Despite this, there is currently a lack of understanding regarding how consumers use WOM during the CDJ and whether different types of WOM are used in different ways. Researchers have asked for more research in the field for over a decade. The research gaps in the literature and the demand for an increased understanding within the literature laid the foundation for this study and the research question: How and why do consumers make use of different types of word-of-mouth during the consumer decision journey within high-involvement purchases? In addition to the research question, the study also aims to expand the understanding of why consumers use WOM during the CDJ. To further investigate the research question and purpose, we performed a qualitative study where we conducted semi-structured interviews with six consumers. The collected data was analyzed through an inductive content analysis which resulted in a data structure consisting of 18 first order concepts, seven second order themes, and four aggregate dimensions. The study's data structure formed the basis for the inductive bottom-up theorizing, which culminated in a theoretical model where consumer's use of WOM is integrated into the CDJ. The model visualizes how it can be assumed a typical consumer uses different types of WOM throughout the different phases of the CDJ, as well as the consumer's motives behind their use of WOM. The empirical findings emphasize that consumers seek different attributes in the type of WOM during various phases of the CDJ, whereupon they use different types of WOM based on various motives. We managed to identify six different motives for consumers' use of WOM, and these motives relate to the different phases in the CDJ. These findings, among others, are included in the model. The study's theoretical model contains several new unique findings that extend today's existing understanding of consumers' use of WOM which has resulted in theoretical, practical and societal contributions. The study contributes to closing the research gaps and enabling further research in the field of literature.

Syfte: Att granska hur väl indikatorbilden och rotfyllningsbilden överensstämmer utifrån mätningar med elektronisk apexlokalisator. Dessutom granskas om rotfyllningskvalitet är beroende av tandtyp och antal besök samt om det förekommer någon skillnad på behandlingsproceduren före eller under COVID-19 pandemin. Vidare granskas tecken på läkning i de fall där läkningsbild finns.  Material och metod: Totalt har 635 patienter fått endodontisk behandling på studentklinik för endodonti på Malmö Tandvårdshögskola under perioden 2016–2021. Av dessa uppfyllde 350 journaler inklusionskriterierna. Journaldata tillsammans med röntgenbilder granskades av två oberoende observatörer. Resultat: Av 350 tänder överensstämde 262 tänders indikatorbild och rotfyllningsbild med EAL-mätningar. Underkäksmolarer till följd av överkäksmolarer och överkäkpresmolarer som hade inadekvat rotfyllningskvalitet.  Cirka 70% av tänderna som behandlades färdigt krävde mellan 2–6 besök. Tecken på läkning kunde observeras hos 78 patienter (ca. 92 %) som följts med klinisk undersökning och läkningsbilder. Inga märkbara skillnader noterades i behandlingsproceduren före eller under Covid-19 pandemin. Slutsats: Rotfyllningarna uppvisade god kvalitet baserat på kliniskt och röntgenologiskt underlag. Studenterna behöver relativt många besök för att genomföra en endodontisk behandling. Behandlingen resulterar ofta i en rotfyllning som bedöms ha god kvalitet och så många fall läker. Det behövs ges tydligare rekommendationer till studenter gällande bestämning av arbetslängden och information om att EAL är mer pålitlig att fastställa arbetslängd. / Aim: To evaluate how well the working length radiograph and obturation radiograph corresponded with the working length (WL) measured initially by electronic apex locator (EAL). Furthermore, the aim of this study was to evaluate if the quality of root canal fillings was dependent on tooth type, number of dental visits and if there was any different in treatment procedure before and during the Covid-19 pandemic. Additionally, signs of healing were evaluated if radiographs were available.  Material and method: Patient journal and intraoral radiographs of 635 patients who had undergone endodontic treatment by students at the Faculty of Odontology at University of Malmö during 2016–2021 were evaluated. A total number of 350 patients fulfilled the inclusion’s criteria. Patient’s journal and radiographs were reviewed by two independent observers.  Results: Of 350 teeth, in 262 teeth working length radiograph and obturation radiograph was consistent with the working length determined by EAL. Mandibular morals followed by maxillary molars and premolars were tooth types that failed to keep WL measured by EAL. Approximately 70% teeth were treated between 2-6 visits. In 84 cases radiographs were available and signs of healing were observed in 78 cases (approx. 92%). No significant differences were observed in treatment procedure before and under the Covid-19 pandemic.   Conclusion: The root canal fillings were of good quality based on clinical and radiographic evidence. Students need more time to carry out endodontic treatment but, in most cases, root canal fillings were of good quality and periapical healing was obtained. Furthermore, the students need clearer recommendations regarding determination of WL.