Managing Word of Mouth Communications
K. Michael Haywood
(Associate professor in the School of Hotel and Food Administration at the University of Guelph, Ontario, Canada. He is also President of Haywood, Bauer and Associates, Inc.)
5718
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.
Keywords
Citation
Haywood, K.M. (1989), "Managing Word of Mouth Communications", Journal of Services Marketing, Vol. 3 No. 2, pp. 55-67. https://doi.org/10.1108/EUM0000000002486
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited