Considers which interactive marketing behaviours will result in the broadest word‐of‐mouth or the largest volume of new client referrals. Suggests that the intensity and variety of client participation during the service delivery process is predictive of positive word‐of‐mouth and referrals. Reports on a study examining participation during service delivery which highlighted four key factors – tangibility, attendance, empathy and meaningful interaction. Maintains that these results support interactive marketing management in the field of complex services and can help the creation of a specific service delivery system.
Maru File, K., Judd, B.B. and Prince, R.A. (1992), "Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals", Journal of Services Marketing, Vol. 6 No. 4, pp. 5-14. https://doi.org/10.1108/08876049210037113
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