TITLE

WORD-OF-MOUTH ABOUT SERVICE PROVIDERS: AN ILLUSTRATION OF THEORY DEVELOPMENT IN MARKETING

AUTHOR(S)
Gremler, Dwayne D.
PUB. DATE
January 1994
SOURCE
AMA Winter Educators' Conference Proceedings;1994, Vol. 5, p62
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
Examines consumer word-of-mouth (WOM) communications about service providers in the domain of services marketing research. Importance of in-depth ethnographic interview in the theory development process; Influence of consumer satisfaction; Focus on the receiver of WOM.
ACCESSION #
6152461

 

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