Glynn Mangold, W.; Miller, Fred; Brockway, Gary R. - In: Journal of Services Marketing 13 (1999) 1, pp. 73-89
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...
