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.
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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