Literature Review on “Word-of-Mouth Processes within a Services Purchase Decision Context”

Literature Review on “Word-of-Mouth Processes within a Services Purchase Decision Context” Literature review example
Literature review
Family & Consumer Science
Pages 6 (1506 words)
Download 0
Word of mouth simply refers to an unpaid verbal promotion wherein exchange of information about a specific product or service offered by a company occurs. The sender is usually the satisfied party telling others (the receivers) how much the sender liked a product and/or service. …


Literature Review on “Word-of-Mouth Processes within a Services Purchase Decision Context”

The current trend in WOM advertising and marketing includes ethically questionable tactics such as viral videos, guerrilla marketing and paid endorsements of email or Facebook friends and family, or celebrity pages. Litven, etal proposed this modern definition, “WOM is the communication between consumers about a product, service, or a company in which the sources are considered independent of commercial influence”. (2005) This statement implies the perceived independence is actually more important than the actual independence.

The Litven, etal. Article considers travel and hospitality business and the attempt to capture positive WOM. Since many people consider travel risky in terms of settling onto a poor choice of destination or accommodation, travelers seek WOM advice from prior journeys. The internet has become a resource for destination information, some independent, some apparently independent. Email, websites and blogs are asynchronous communications that control the outgoing message. The travel industry as well as other high risk applications should indulge in this form of WOM. Pictures still tell a story better than words, and corporate WOM marketing should include photographic evidence, especially to combat negative WOM.

The Lee, etal. article quantifies the effects of WOM on business bottom lines. This study demonstrates the long-term lifetime value of WOM as opposed to indirect marketing. WOM is shown to create a definite value. ...
Download paper
Not exactly what you need?

Related papers

Component 1: write a report on a Critical Incident in healthcare / component 2: Analysis of the Critical Incident in Component 1
Other patients in the room were clearly there for other less sensitive issues, but she couldn't change the order of their treatment, because that would be unprofessional. Instead, while she was waiting and processing orders, she handled my needs to improve my comfort. This helped alleviate a painful experience, and when it came time to be examined and informed that I had only contracted a nasty…
9 pages (2259 words)
Critical Assessment of a Book
Her greatest asset was a keen and observant biological eye which she made use of whenever she worked. Carson’s book ‘Silent Spring’ shot her to fame when it featured at the top of the bestseller lists. She was greatly encouraged by her mother to explore the natural world around her in which Rachel found immense solace. Her books were quite appealing due to their simplicity, style, lyrical…
6 pages (1506 words)
Assessment Centre
Leivens (2001) has pointed out the fact that assessment centres have gained popularity and fame in last 4 decades as they have become a very useful source that facilitate in recruitment and selection of employees. In general, the assessment centres refer to a development centre or a one-day workshop where Human Resource Professionals evaluate the qualities, personality traits, and attributes…
3 pages (753 words)
Assessment item 1 - Individual assignment
Though times have changed and organizations getting less hierarchical, yet importance of understanding legal requirements in employment relationship remain intact. The only difference is while earlier, they were transactional in nature, now they have turned more relational today. However, laws still guide the managers through their way to recruitment, selection, labor and procedural justice,…
6 pages (1506 words)
Before product development, one needs to analyse the demand of that product in context of its supply, or needs to create a demand by creating marketing niche. Creation of a new marketing niche can be done through the creation of a brand. This means to create demand hype by convincing potential customers for buying and using that product, irrespective of its necessity. This is very common for…
6 pages (1506 words)
Critical appraisal of a marketing topic
The organizational top heads have realized where they have gone wrong all this while, and what more could be done to bring sanity within their own ranks. This has called for clear cut strategic directions and policies that must be developed in the wake of changing marketing, management and business initiatives. New products and services get introduced with each passing day (Cooper, 2001). What is…
10 pages (2510 words)
assignment 1
The private sector, on the other hand, is referred to as for-profit sector. These include businesses and institutions that offer goods and services for sale. Their main aim is to achieve profits in the sale of these products and services. This is quite different from the public sector that majors on service delivery not on a profit. It is through the revenue and taxes that the employees in the…
3 pages (753 words)