Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals

摘要: Considers which interactive marketing behaviours will result in the broadest word‐of‐mouth or largest volume of new client referrals. Suggests that intensity and variety participation during service delivery process is predictive positive Reports on a study examining highlighted four key factors – tangibility, attendance, empathy meaningful interaction. Maintains these results support management field complex services can help creation specific system.