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Interactive Marketing The Influence of Participation on Positive WordofMouth and Referrals

Interactive Marketing The Influence of Participation on Positive WordofMouth and Referrals 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Interactive Marketing The Influence of Participation on Positive WordofMouth and Referrals

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210037113
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 1, 1992

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