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Word‐of‐mouth communication in the service marketplace

W. Glynn Mangold (Professor of Marketing, Department of Management & Marketing, College of Business & Public Administration, Murray State University, Murray, Kentucky, USA)
Fred Miller (Professor of Marketing, Department of Management & Marketing, College of Business & Public Administration, Murray State University, Murray, Kentucky, USA)
Gary R. Brockway (Chairman and Professor of Marketing, Department of Management & Marketing, College of Business & Public Administration, Murray State University, Murray, Kentucky, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1999

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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.

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Citation

Glynn Mangold, W., Miller, F. and Brockway, G.R. (1999), "Word‐of‐mouth communication in the service marketplace", Journal of Services Marketing, Vol. 13 No. 1, pp. 73-89. https://doi.org/10.1108/08876049910256186

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MCB UP Ltd

Copyright © 1999, MCB UP Limited