Word-of-mouth communication in the service marketplace

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 th...

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Bibliographic Details
Published in:The Journal of services marketing 1999-02, Vol.13 (1), p.73-89
Main Authors: Glynn Mangold, W, Miller, Fred, Brockway, Gary R
Format: Article
Language:English
Subjects:
Consumers
Data collection
Information sources
Perceptions
Personal information
Purchasing
Questionnaires
Students
Verbal communication
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Description
Summary: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.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876049910256186