Word‐of‐mouth communication in the service marketplace

Word‐of‐mouth communication in the service marketplace Word‐of‐mouth communication (WOM) is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of WOM in the service marketplace. Reports the results of a content‐analytic study that provides insight into WOM’s content and the catalysts by which it is stimulated. The goal was to capture a series of “grounded events” from which broader patterns could be discerned. These grounded events were actual incidents of WOM as described by the recipients of a communication. Three content categories and ten catalyst categories are identified. Implications for managers are addressed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Word‐of‐mouth communication in the service marketplace

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049910256186
Publisher site
See Article on Publisher Site

Abstract

Word‐of‐mouth communication (WOM) is a dominant force in the marketplace for services. However, the current body of research provides little insight into the nature of WOM in the service marketplace. Reports the results of a content‐analytic study that provides insight into WOM’s content and the catalysts by which it is stimulated. The goal was to capture a series of “grounded events” from which broader patterns could be discerned. These grounded events were actual incidents of WOM as described by the recipients of a communication. Three content categories and ten catalyst categories are identified. Implications for managers are addressed.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Feb 1, 1999

Keywords: Communications; Consumer behaviour; Customer satisfaction; Interpersonal communications; Services marketing

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