Managing Word of Mouth Communications
- 1 February 1989
- journal article
- research article
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 3 (2) , 55-67
- https://doi.org/10.1108/eum0000000002486
Abstract
Examines the importance of the verbal exchange of positive and negative information about a firm′s products and services. Presents suggestions for learning what is being said and how to gain systematic control over the word of mouth process. Suggests a model of this process, including interpersonal communications among a variety of stakeholder groups. Highlights the case of the hospitality industry, but makes suggestions of use to all service businesses.Keywords
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