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Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals

Karen Maru File (Assistant Professor of Marketing in the School of Business at the University of Bridgeport where her research interests are in new products/entrepreneurship and services marketing.)
Ben B. Judd (Professor of Marketing at the University of New Haven. His research interests include consumer behavior and research methodology, which he combines in his consulting practice.)
Russ Alan Prince (President of Renaissance Applied Research and author of Banking on Affluent Businesses and Marketing Investment Management Services)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1992

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited