Managing Word of Mouth Communications

K. Michael Haywood

209 citations0/0 files storedJournal of Services Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Examines the importance of the verbal exchange of positive and negative information about a firm′s products and services. Presents suggestions for learning what is being said and how to gain systematic control over the word of mouth process. Suggests a model of this process, including interpersonal communications among a variety of stakeholder groups. Highlights the case of the hospitality industry, but makes suggestions of use to all service businesses.

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2002Taking control of word of mouth marketing: the case of an entrepreneurial hotelier 2016Effects of managerial response on consumer eWOM and hotel performance 2019Perceived helpfulness of eWOM: Emotions, fairness and rationality 2014The Effect of Disclosure of Third-Party Influence on an Opinion Leader's Credibility and Electronic Word of Mouth in Two-Step Flow 2008Evaluating viral marketing: isolating the key criteria 2015Analysis of content creation in social media by B2B companies 2017Identifying restaurant satisfiers and dissatisfiers: Suggestions from online reviews 2009An evaluation of satisfaction levels among Chinese tourists in Vietnam

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