Managing Word of Mouth Communications
Journal of Services MarketingPublished 1 February 1989
K. Michael Haywood
Citations208
SJR quartileQ1
SJR score1.36
SNIP1.15
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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
Business, Management and Accounting