Access the full text.
Sign up today, get DeepDyve free for 14 days.
Banwari Mittal, Walfried Lassar (1998)
Why do customers switch? The dynamics of satisfaction versus loyaltyJournal of Services Marketing, 12
D. Shemwell, U. Yavas, Z. Bilgin (1998)
Customer‐service provider relationships: an empirical test of a model of service quality, satisfaction and relationship‐oriented outcomesInternational Journal of Service Industry Management, 9
J. Arndt
Word of mouth advertising and informal communication
C. Derbaix (1983)
Perceived risk and risk relievers: An empirical investigation☆Journal of Economic Psychology, 3
J. Myers, T. Robertson (1972)
Dimensions of Opinion LeadershipJournal of Marketing Research, 9
Youjae Yi (1989)
A Critical review of consumer satisfaction
Richard Spreng, G. Harrell, R. Mackoy (1995)
Service recovery: Impact on satisfaction and intentionsJournal of Services Marketing, 9
K. Haywood (1989)
Managing Word of Mouth CommunicationsJournal of Services Marketing, 3
F. Selnes (1993)
An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and LoyaltyJournal of Product & Brand Management
Michael Hartline, Keith Jones (1996)
Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentionsJournal of Business Research, 35
F. Reichheld, W. Sasser (1990)
Zero defections: quality comes to services.Harvard business review, 68 5
P. Eiglier, E. Langeard
A new approach to services marketing
S. Helm, J. Schlei
Referral potential – potential referrals. An investigation into customers’ communication in service markets
G.M. Beal, E.M. Rogers
Informational success in the adoption process of new fabrics
J. Urbany, D. Weilbacker
A critical examination of Nelson’s theory of information and consumer behaviour
Scott Hansen (1997)
Power as a predictor of industrial complaining styles in a buyer/seller relationship: the buyer’s perspectiveJournal of Business & Industrial Marketing, 12
J. Singh
A typology of customer dissatisfaction response styles
D.D. Gremler, S.W. Brown
Service loyalty: its nature, importance and limitations
S. Cunningham
Perceived risk as a factor in informal consumer communications
E. Katz, P.F. Lazarsfeld
Personal Influence
S.G. Bharadwaj, P.R. Varadarajan, J. Fahy
Sustainable competitive advantage in service industries: a conceptual model and research propositions
Sundar Bharadwaj, J. Fahy, P. Varadarajan (1993)
Sustainable competitive advantage in service industries: A conceptual model and research, 57
D. Cox
The audience as communicators
M. Gabbott, G. Hogg (1994)
Consumer behaviour and services: A reviewJournal of Marketing Management, 10
K. Murray (1991)
A Test of Services Marketing Theory: Consumer Information Acquisition ActivitiesJournal of Marketing, 55
M. Söderlund
Customer satisfaction and its consequences on customer behaviour revisited – the impact of different levels of satisfaction on word‐of‐mouth, feedback to the supplier and loyalty
Joel Urbany, Peter Dickson, W. Wilkie (1989)
Buyer Uncertainty and Information SearchJournal of Consumer Research, 16
Ted Roselius (1971)
Consumer Rankings of Risk Reduction MethodsJournal of Marketing, 35
James Walker (1995)
Service encounter satisfaction: conceptualizedJournal of Services Marketing, 9
Magnus Söderlund (1998)
Customer satisfaction and its consequences on customer behaviour revisitedInternational Journal of Service Industry Management, 9
J. Holmes, John Lett (1977)
Product sampling and word of mouth.Journal of Advertising Research
V. Mitchell, M. Greatorex (1993)
Risk Perception and Reduction in the Purchase of Consumer ServicesService Industries Journal, 13
R. Javalgi, W. Joseph, W. Gombeski (1995)
Positioning your service to target key buying influences: the case of referring physicians and hospitalsJournal of Services Marketing, 9
C. Hart, J. Heskett, W. Sasser (1990)
The profitable art of service recovery.Harvard business review, 68 4
V. Zeithaml (1981)
How Consumer Evaluation Processes Differ between Goods and Services
Financial service providers have long placed considerable faith in positive word of mouth communication as a means of attracting new customers and a variety of studies of customer choice of bank highlight the significance of personal recommendation. Given that financial services tend to be characterised by a predominance of experience and credence qualities, word of mouth communication is particularly valuable, providing the potential consumer with vicarious experience of the service under consideration. The impact of word of mouth is probably at its strongest when it originates from social contacts because of their greater perceived reliability. By its very nature, this form of communication is outside the formal control of an organisation and yet its impact is such that the ability to influence or encourage word of mouth could be a powerful marketing tool. This paper provides an exploratory analysis of the importance of word of mouth and the factors which influence its role within an organisation's marketing strategy, with particular reference to customer referral campaigns. Empirical evidence is collected from the (rapidly changing and liberalising) financial services sector in India.
International Journal of Bank Marketing – Emerald Publishing
Published: Apr 1, 2000
Keywords: Banking; Interpersonal communications; India; Consumer behaviour; Marketing strategy
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.