TY - JOUR AU1 - Maru File, Karen AU2 - Judd, Ben B. AU3 - Prince, Russ Alan AB - Considers which interactive marketing behaviours will result in thebroadest wordofmouth or the largest volume of new client referrals.Suggests that the intensity and variety of client participation duringthe service delivery process is predictive of positive wordofmouth andreferrals. Reports on a study examining participation during servicedelivery which highlighted four key factors tangibility,attendance, empathy and meaningful interaction. Maintains that theseresults support interactive marketing management in the field of complexservices and can help the creation of a specific service deliverysystem. TI - Interactive Marketing The Influence of Participation on Positive WordofMouth and Referrals JF - Journal of Services Marketing DO - 10.1108/08876049210037113 DA - 1992-04-01 UR - https://www.deepdyve.com/lp/emerald-publishing/interactive-marketing-the-influence-of-participation-on-positive-9UbRMDV2tL SP - 5 EP - 14 VL - 6 IS - 4 DP - DeepDyve ER -