Word-of-mouth Communication by the Innovator
- 1 July 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 33 (3) , 15-19
- https://doi.org/10.1177/002224296903300303
Abstract
It is frequently claimed that “your best salesman is a satisfied customer.” Therefore, the innovator or first user of a new product or service can be a valuable asset to a firm. Do innovators in fact communicate their experiences to others? If so, why? These and other questions are the subject of this report of the communication experiences of first users of an automotive diagnostic service.Keywords
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