Key points are not available for this paper at this time.
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.
K. Michael Haywood (Wed,) studied this question.