Generating positive word-of-mouth communication through customer-employee relationships

Word-of-mouth (WOM) communication, ``informal communications directed at other consumers about the ownership, usage, or characteristics of particular goods and services and/or their sellers’’ (Westbrook, 1987, p. 261), has recently received renewed attention in the marketing literature (Anderson, 1998; Gilly et al. 1998; Money et al., 1998). Positive WOM communication has been recognized as a particularly valuable vehicle for promoting a firm’s products and services. Indeed, given its non-commercial nature, WOM communication is viewed with less skepticism than firm-initiated promotional efforts (Herr et al., 1991).


If you want to know, please click here

Source: Dwayne D. Gremler, Kevin P. Gwinne, Stephen W. Brow, Emerald publications.